KFC discovers lunch

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Reading "Fast-feeders play the game of chicken," (AA, Nov. 8), I was reminded how often I drove by a KFC in the past decade and saw no promotion of lunchtime sandwiches -- and largely empty parking lots. I found this very surprising since KFC's brand is synonymous with chicken, and since the increase in white-meat consumption at the expense of red meat has been going on for at least 20 years.

It is great to see KFC finally doing something about it and introducing the animated Colonel. [And] speaking of spokesperson succession plans, what is going on at Wendy's? I'm sure Dave doesn't want to do this into retirement. It is time to move on.

Paul Fleming


Fleming & Roskelly

Newport, R.I.

Co-op adds value

As managing partner at Source Communications, which specializes in co-op and channel advertising, it was gratifying to see Ad Age devote consecutive front-page articles to the Intel Inside co-op program ("Intel set to revamp $800 mil war chest," AA, Nov. 8; "Co-op crossroads," AA, Nov. 15). As consultant Al Ries so aptly puts it, the Intel Inside program will go down in history as one of the more magnificent campaigns of the century.

Intel's program . . . has been carefully constructed so that co-branding partners like Hewlett-Packard Co., Compaq Computer Corp. and others feel they have an equal or greater voice. Co-op advertising programs, whether utilized for the joint promotional efforts of two brands, or brand and reseller, can be an important aspect of many integrated marketing communications strategies. This realization has led to more and more marketers taking a proactive, controlled approach to co-op and co-branding programs, as opposed to simply disseminating funds to their distribution networks.

Barry G. Bluestein

Managing Partner

Source Communications

Hackensack, N.J.

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