Yum Restaurants: Add hope

This case study describes how Yum Restaurants International reinforced KFC's position in South Africa as a brand that cares, in three consecutive campaigns from 2011 to 2013.

Yum Restaurants: Add hope

Ogilvy & Mather Johannesburg

What were the objectives for the creative work?

2.1 Business Objectives

The business was single-minded in its objective to embrace purpose-driven marketing in the long term, by leveraging the promise of "Hope" as well as the communication solution of the "Add Hope" menu item.

But more measurably they wanted:

To use their brand might to raise funds for Hunger Relief, leveraging their consumers as the partner in fundraising. This would be measured against the classic retail metric of Beat Year ago (A measure that judges success against the same period the previous...

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