Cause-related marketing

Campaign: The Journey of Hope

Client: KFC

WPP Company: Ogilvy & Mather Johannesburg, Ogilvy Public Relations Johannesburg, MEC Access South Africa and Mindshare South Africa

Add Hope is a KFC initiative where customers are offered the option of donating R2 to help feed a hungry child by adding a ‘fictitious’ side item to their meal. For the 2012 campaign, Ogilvy & Mather Johannesburg collaborated with Ogilvy Public Relations Johannesburg, MEC Access South Africa and Mindshare South Africa. The South African adventurer Riaan Manser was enlisted to cycle a 4,100km route in the shape of the word ‘hope’ while subsiding on just half the calories his body needed. Riaan stopped off along the route to meet the people being helped by Add Hope’s partner charities. In-store and outdoor material promoted the campaign, and a website allowed people to track Riaan’s progress. Twitter followers could tweet the adventurer extra calories by using the #AddHope hashtag and weekly TV episodes documented his journey.

The Journey of Hope culminated in an event in Johannesburg where the KFC staff walked the final 2km with Riaan to the finish line. Donations for the year peaked at R12.6 million, up 33% on the previous year.