Problem:
KFC’s flagship charity was losing public trust. And it was beginning to affect KFC brand sentiment as a whole.
Even worse it was damaging KFC’s ability to break the cycle of malnutrition trapping children in a cycle of poverty and poor health.
Public sentiment was turning against KFC. People questioned the donation mechanism and were unaware that KFC franchisees matched every contribution made to the programme.
We needed to rebuild that trust.
Solution:
An integrated campaign to educate customers and mobilise customer facing staff of KFC to rally around and support the KFC “Add Hope” initiative.
Insight:
We needed to mobilise the energy of the customer facing staff to reassure customers and prompt the donations.
The “Love Army” of caring employees who would be the face of Add Hope.
R2 is an insignificant sum to the average South African, but it has the power to change the lives of millions.
The lack of trust was putting this at risk.
We combined this insight with deep be-havioural insights into the lives of South Africans to highlight exactly how little sense it made to be clinging on to the R2 change they received from their KFC purchase. Combined with the renewed energy and focus from the front-line staff, the results were immediate.