It all started back in 2009 when KFC saw the daily struggle of thousands of children living in townships and poverty in South-Africa. After realising that the danger of starvation occurs mostly in Sub-Saharan Africa, the highly successful fast food franchise felt the need to offer a helping hand in this daily struggle. Thus, Add Hope was born, feeding thousands of hungry tummies ever since.
Where did it all begin?
After doing research, it was found that 12 million people in South-Africa suffer from starvation, 3.3 million of which are children. As KFC realised this shocking truth the Add Hope campaign started, with their primary source of income coming from the R2 donations from customers.
Multiple techniques were used to raise the hunger issue awareness and gather funds for the cause. The most effective technique has been from cashiers asking the in store question “Would you like to donate R2 for Add Hope?”. Larger donations from customers and even other businesses, including the owners of different KFC-outlets, became a more regular occurrence. The initiative was definitely gathering pace into becoming a huge success.
What promotional tools were used?
Sensing the aid to children that could be achieved through Add Hope, KFC realised that the whole of South-Africa had to be aware of their initiative. Other than over-the-counter requests for donations, KFC also employed other marketing strategies to raise more awareness. This included adding the Add Hope logo on all of their packaging as well as customer slips. KFC also launched a highly successful television campaign, which has been running fluently for the past couple of years. They have aired multiple advertisements on national radio stations and have had a plenty of exposure and honourable mentions on social media such as Facebook and various other blogs.
Of course all of these promotional tools are used to serve a purpose. That purpose is to reach a target market at who the Add Hope initiative is aimed. With KFC being a fast food franchise, most of its customers fall into the middleclass population. They depend on these customers to add R2 to their order. Customers who have children of their own is also an important target, because they experience an emotional need to help other people’s children as well. KFC is also dependent on upper-class citizens and businesses to make bigger donations.
How much does the Add Hope campaign make and how is it distributed?
Since its initial start in 2009, the KFC Add Hope campaign has raised an amazing amount of more than R183 000 000? But how is this money distributed evenly throughout South-Africa? According to an article in the Sowetan Live, the KFC Add Hope campaign is partnered with 90 other feeding schemes across the country. These organisations work on the ground and has direct contact with communities. They understand their needs when it comes to feeding. Some of these organisations include:
- Joint Aid Management South Africa (JAMSA)
- Helping Hands
- Africa Food for Thought
- SOS Children’s Villages
With so much money raised in the past 7 years, it comes as no surprise that the Add Hope initiative feeds so much as 7000 children a day. This adds up to feeding more than 100 000 children yearly.
KFC Add Hope is expanding daily over borders and seas. It has taken root in countries like the United Kingdom, Ireland, Australia and Canada. It can be said with certainty that this initiative will continue to expand and in time feed millions of tummies. Instant hope by just adding R2.