PETA’s “Kentucky-Fried Cruelty, Inc.” Campaign Harvard Case Solution & Analysis

PETA's "Kentucky-Fried Cruelty, Inc." Campaign Case Solution

Eighteen months after the end of its mission against the fast food giant McDonald's, the vegan campaign coordinator of People for the Ethical Treatment of Animals (PETA) contacted Kentucky Fried Chicken (KFC) to warn the company that it would be the next goal. He highlighted that unlike it’s competitors, KFC showed thoroughly negligence

PETA would rather not engage KFC in a campaign, but if the business refused to put together an animal welfare panel to start to look into the issue of the way kill and raise chickens in humane manner; PETA prepared a lot of merchandise to highlight KFC’s atrocity against chickens. In January 2003, the organization took KFC to task as a result of his negligence and declared a campaign against the business to the media in a news event replete with bloody descriptions of the harshness of KFC's animal factories. Now it was time for KFC to react.

PUBLICATION DATE: March 29, 2004 PRODUCT #: 903C45-HCB-ENG

This is just an excerpt. This case is about COMMUNICATION

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