KFC: Food for Hope

This case study describes a campaign by KFC Philippines, a fast food chain, which used an emotional message in its restaurants and online to increase donations for its charity appeal.

KFC: Food for Hope

Campaign details

Brand owner: Ramcar GroupLead agency: TBWA\Santiago Mangada PunoBrand: KFCCountry: PhilippinesIndustry Food industry (general)Media: Internet - general, Point-of-purchase, in-storeBudget: Up to 500k

Executive summary

The Philippines is an archipelago divided into three major island groups. This, among other reasons, gave rise to political conflict between local insurgents and government forces, which caused the displacement of almost 100,000 families with thousands of children now experiencing hunger.

To aid in the situation, KFC partnered with the UN World Food Programme (WFP) to gather donations...

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