• Brandweek, Wednesday, August 23, 2006 12:45 PM

KFC is turning to moms to help the company improve its marketing methods. The fast-food chain, owned by Yum! Brands, is creating a new entity it has dubbed the "KFC Moms Matter! Advisory Board," which the company says is designed to put KFC more in touch with family needs. The group will work online and offline and will offer opinions and advice on topics ranging from new product ideas to trendspotting. An online community for moms is scheduled to go live next year, while the group will meet offline twice a year, hold quarterly conference calls and host monthly dinner meetings in their hometowns. KFC received a blow in June when the Center for Science in the Public Interest filed a suit against the chain. CSPI said, in a statement, the use of partially hydrogenated oil "puts customers at risk of a Kentucky Fried Coronary." The suit aims to compel KFC to eliminate or disclose the use of "artery-clogging frying oil." Observers note that the advisory board move resembles KFC rival McDonald's "Global Mom's Panel," which was announced in early May. The burger chain chats with moms from six countries about issues regarding the brand.

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