Smellvertising is KFC's latest marketing stunt. I've heard of restaurants and fast food places pumping the smell of their goods on to sidewalks and in mall hallways but this has a bit of a different twist. Here's an excerpt from the press release that was sent in to Adland headquarters:
In a marketing first, KFC is highlighting the launch of its $2.99 Deals by placing the mouth-watering aroma of Kentucky Fried Chicken in the halls and offices of corporate America.
Forget television integrations or corporate naming rights, Kentucky Fried Chicken's first-ever "scent-focused" pilot program teamed KFC with corporate mail rooms nationwide. Along with carrying inter-office mail, overnight packages and bills, mail carts in Washington, D.C., Chicago and Dallas delivered the aroma of freshly prepared Kentucky Fried Chicken during pre-lunch mail drops.
Through the pilot program, KFC worked with an online company, a business-to-business consulting firm and a non-profit, to include a $2.99 Deal – a plated meal including KFC's world famous chicken, a side item and a biscuit – on the actual mail carts that pass the offices of hungry workers.
"There is truly no better brand ambassador worldwide than the signature aroma of freshly prepared Kentucky Fried Chicken," said James O’Reilly, chief marketing officer for KFC. "And we couldn’t think of a better way to showcase the value of our new $2.99 Deal than to inject the mouth-watering scent of Kentucky Fried Chicken into the corridors of corporate America."
To bring the sweet-smelling promotion to life, KFC collaborated with Chemistry.com in Dallas; the Trade Association & Society Consultants of Washington, D.C.; and the Chicago offices of the Salvation Army.