Campaign details

Brand: Add Hope
Lead Agency: Mark1
Region: EMEA

Strategy

Objective
  • Make 5000 KFC Consumers Aware of where their R2 for Add Hope goes.
  • Create awareness amongst KFC consumers in an inspiring and immersive way.
  • Achieve a CPV of, or less than, R2.10- the global benchmark.
  • Surpass the industry average Engagement Rate of 3%.

KFC started a feeding scheme initiative known as "Add Hope", partnering with over 137 feeding institutions across South Africa, reaching over 120,000 children daily. Through the "Add Hope" campaign which is now running for 7 years, KFC SA challenged its customers to donate only R2 with each KFC meal purchase, assisting towards feeding children's early developmental age groups (newborns to 6-year olds) in creches, kindergartens, nurseries, primary schools & shelters harbouring orphaned as well as underprivileged kids in extremely impoverished communities.