Kentucky Fried Chicken (KFC) of Puerto Rico has implemented a major new promotional campaign in Puerto Rico called “Contributing to Puerto Rico#;s Future.” In addition to promoting the restaurants themselves, the campaign carries a strong anti-drug message aimed at young Puerto Ricans. A free booklet will be made available at KFC#;s 80 restaurants that offers drug-related advice to parents of adolescents. The campaign will reach its peak in February 2001 when a series of TV ads will be used to reinforce the message. This campaign exemplifies a trend in the fast food industry toward combining publicity with public relations by means of community action projects.

By Steve Lewis, correspondent