Why KFC Paid to Put Colonel Sanders in an Obscure California High School Yearbook

One student's clever way to fund the production costs

It’s hard to reach young people with advertising, especially in print. But one publication you know they consume obsessively is their high school yearbook. This spring, KFC is reaping the rewards of a hypertargeted media buy in just one yearbook—at the urging of a student.

@nudd Tim Nudd is a former creative editor of Adweek.
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