Mums engaged to advise chicken giant KFC
KFC are supporting the adage that mums really do
know best, by forming a consultative group made up of mums - the Mums Matter!
Mums from all walks of life and different parts of the country will join a
group of mothers employed by KFC on the new advisory board. The group will help KFC harness
the experience that motherhood provides, and channel that knowledge into ways to
better meet mums' needs.
Julienne Smith, founder and author of 'Food For Talk', a recipe box of conversation starters that promote family
bonding, will join Mums
as an expert contributor.
"As a mum and author, I know from experience that families are starved for
quality time," says Smith, who describes herself as a "professional mom." "Meals
are a great occasion to reconnect and who better than KFC to bring us all to the
table to talk about ways to make that time mean even more."
The Advisory Board will meet in person bi-annually, hold quarterly conference
calls and host monthly dinner meetings in their hometowns to gain information
and advise KFC on everything from trends that affect families to new product
Its first task will be to work closely with the company to establish a
user-friendly, online community aimed at reducing everyday stress for mums. In
development over the next year, the online community will roll out nationally
for all mums to share in 2007. Mums will be able to use the site to receive
tips, participate in webcasts, win weekly drawings and contribute to an
"Mums have relied on our popular, meal-building menu items for years and now
we're turning to them for ideas on how KFC can be even more helpful with
managing their busy lifestyles," says Scott Bergren, executive vice president of
marketing for KFC.
"We realise the challenges that mothers face and what better way to help us
meet their demands than by mining their insight through Mums
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