‘You eat, they eat’- wondering what’s this about? KFC with immense hope is extending their classic buckets to wipe out hunger by looping you in the chain through their extensive campaign to raise awareness.
After all, didn’t Saint Mother Teresa once said, “If you can’t feed a hundred people, then feed just one,” so here’s your chance along with #KFCAddHope.
Feeding the hungry
Conceptualized by Ogilvy Delhi, #KFCAddHope campaign designed an initiative where the global food chain hopes to contribute up to 5 rupees from the sale of every bucket. The idea was to raise awareness for the cries of empty little stomachs, through powerful animated visuals.
To briefly summarize, Add Hope is the initiative that primarily looks into hunger abolition and as statistics suggest 1 in 4 children in the country is malnourished thus restricting them from reaching to their fullest potential.
Rahul Shinde, Managing Director, KFC India, said, “We couldn’t be happier to announce that through the month of October, we will contribute towards fighting hunger from the sale of KFC buckets across 300+ stores and online. By making all our buckets add HOPE™ buckets and carrying audio visual stories of hope on them, we want to call on more people to support the cause. The more they do, the more hungry children we can help feed.”
The brand has tied up with World Food Program, Responsenet Smile Foundation and India Food Banking Network. Through their partners they already pledged for 1.2 million meals for this year
Awareness through animation
Animation gives variation in the content that is commonly witnessed on the digital platforms thus engaging, resonating and convincing target audiences to give a positive response. Outlining their campaign on the same lines, KFC released short animated films giving us glimpses into the lives of three animated characters named Pinky, Raju and Gopal, who spend hours a day hunting for food.
Ajay Gahlaut, Executive Creative Director, Ogilvy Delhi, said, “KFC’s anti-hunger initiative, add HOPE, was an opportunity for us to do something different. So instead of following the traditional ways of advertising, we decided to use the KFC bucket as our messenger. We created animated films about underprivileged kids that play only when you order and scan a bucket. This technology-led approach made our films more interactive and inclusive, while pursuing the consumer to contribute for the cause.”
Three characters, one story and the same ending – such are the series of #KFCAddHope, oozing of powerful emotions through a heart-wrenching background score. Keeping their branding on screen, KFC ran their content around their bucket where those tiny animated characters struggled to reach inside the bucket and manage to gather crumbles of the leftover, simultaneously giving a larger than life appearance to its brand.
Its commendable how through dynamic animations the brand managed to portray such impactful emotions along with that the animated content manages to generalize the sect of such children by not putting particular faces on the screen.
Considering how marketing is crossing the limit of the skies, giant brands have identified that consumers are looking for more than pretty packaging and excellent deals, but in fact they are more curious of the brand’s identity and ideology towards the society as a whole.
— KFC India (@KFC_India) October 7, 2016
It has become a necessity for brands to find a cause they believe in as keeping aside profits and focusing on commitments does lead to higher consumer acquisition. Being a giant global food chain, KFC runs an extended campaign to feed the underprivileged and has established a cause they care for, running multiple campaigns around it in the past.
To garner more attention towards #KFCAddHope, Ajay Devgn participated in the campaign to take the country from hunger to hope, where he shared a video of an offline activity of him feeding the kids.
— Ajay Devgn (@ajaydevgn) August 6, 2016
— Suryanarayan Behera (@iamsurya939) August 6, 2016
Further emphasizing on the campaign, KFC shared creatives and GIFs signifying the cause; the brand even gained momentum through Twitter when tweets were flowing in creating conversations around #KFCAddHope.
Such a beautiful song and a beautiful advert #KFCAddHope
— Lebogang Mgiba (@lebza4sho) June 22, 2016
— Sagar (@tweetfromSagar) May 17, 2016
— Esha Chakraborty (@stopthestart) May 17, 2016
Bundling up their already present initiative, KFC predominately utilized animation as their mode of content dissemination, successfully gathering attention for their cause of belief.