Industry News | May 4, 2006
Yum! Debuts Advertising for Sponsorship of Kentucky Derby
Five new 30-second television commercials will air on Saturday, May 6 on NBC, ESPN and ESPN2. The ads will run in six different time slots before, during and after the race, including an ad immediately prior to the historic Kentucky Derby race. Also as part of the sponsorship agreement, the Company has logo placement around the track and on television billboards before and throughout the broadcast.
Yum! Brands became the first presenting sponsor of the Kentucky Derby because it is a premier sporting event watched by millions of people around the globe. Traditional Derby television viewers match the profile of individual investors who may be interested in purchasing shares of YUM Brands.
“Individual investors tend to buy shares of companies whose products they loyally consume. Yet while we have over 90% awareness of the KFC, Pizza Hut and Taco Bell restaurant brands, many investors do not know Yum! Brands, the company that owns them,” said David C. Novak, Chairman and CEO, Yum! Brands, Inc. “We are using a focused marketing approach to create maximum awareness of YUM Brands among millions of potential individual investors in a fun and unique way. When people tune in to the Derby, they’ll begin to associate Yum! with our global restaurant portfolio,” added Novak.
The five new commercials let viewers know that Yum! Brands is the world’s largest restaurant company (larger than McDonald’s, Starbucks or Wendy’s in terms of restaurant units), with a global portfolio and tremendous growth potential. The campaign showcases the company’s category-leading dominance in the chicken, pizza, and Mexican-inspired restaurant categories by focusing on KFC, Pizza Hut and Taco Bell, respectively, including a special focus on China, the company’s largest international growth market.
Four of the ads each will air once and one ad will run two times during the 90 minute Derby telecast. One spot, which airs just before the Kentucky Derby, prepares viewers for the historic race and encourages them to grab a seat with a slice of pizza, piece of chicken, or a taco. In addition, KFC is airing a separate commercial, created by Creative Alliance in Louisville, about the brand’s rich heritage and Kentucky roots. On Derby Day, Yum! Brands, KFC, Taco Bell, Pizza Hut, Long John Silver’s and A&W Restaurants logos will appear across the entire third-floor railing of Churchill Down’s third floor Clubhouse. Additionally, the YUM Brands logo will appear on the starting gate; finish line; main tote boards; Paddock tote boards and on the jackets of the pony riders who escort the Derby horses and jockeys during the post parade. David Novak will be invited into the Winners Circle with Kentucky Governor Ernie Fletcher and Churchill CEO Tom Meeker, to present the trophy to the owner of the Kentucky Derby winning horse.
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