For many beaches around New Zealand, Labour weekend marked the first weekend of patrols by Surf Life Saving New Zealand (SLSNZ).
This year, one of the world's most well known logos, The Colonel, is donning his surf lifesaving cap to show his support. KFC is an official charity partner of SLSNZ and last year it raised $116,000 for the national association.
Geraldine Oldham, Head of Marketing at Restaurant Brands,says "global brand images like The Colonel are normally set in stone, so putting the surf lifesaving cap on the Colonel shows the strength of our support."
The logo will feature on 'be surf safe this summer' tray mats in KFC stores around the country and on KFC's website and Facebook page, which has an audience of more than 274,000.
As well as raising funds KFC will feature the critical water safety messages in English, Maori, Samoan and Mandarin, on tray mats in its 98 stores throughout the country.
Drowning is consistently the third highest cause of unintentional death in New Zealand, surpassed only by road vehicle crashes and accidental falls.
Maori, Pacific and Asian communities are over represented in New Zealand drowning statistics. In 2012, Maori constituted 23% of fatalities, while making up about 15% of the population.
SLSNZ Chief Executive, Paul Dalton, says, Surf Life Saving is committed to making our national playground as safe as possible. "The beach is New Zealand's favourite playground but it can also be a dangerous place."
"These simple messages can help save lives and by having them on over 600,000 tray mats in KFC stores, and in translation, we'll be able to extend both visibility and reach" said Dalton.
KFC is once again selling its 'Surf Safe Variety Buckets' and $2 from every bucket sold goes to Surf Life Saving New Zealand.
KFC Stores throughout the country will have collection points and at a local level, the stores are working with their local surf club to raise further funds.
KFC & SLSNZ tips to keep you water safe this summer:
For more information, please contact:
Lisa Honeybone, Media & Communications Specialist,
Phone 09 303 9335 or 0276 488 823