Campaign: From Hunger to Hope
Company: KFC, Pizza Hut and Taco Bell, Front Row Motorsports, NASCAR driver David Gilliland
Nonprofit Partner: World Food Programme
Launch Date: October 19, 2011[/box]
As part of a larger initiative billed by YUM! Brands as “the world’s largest private sector hunger relief effort”, NASCAR driver David Gilliand’s Ford Fusion sported World Hunger Relief logos and the From Hunger to Hope URL this past weekend at the Talladega Superspeedway. Sponsored by franchisee Bob Jenkins, the effort encouraged consumers to donate $1 at participating KFC, Pizza Hut or Taco Bell restaurants or online.
Amidst a sea of corporate logos, it’s refreshing to see a cause message branded so prominently at a high profile NASCAR race. Kudos to YUM! brands also for encouraging consumers to join in the effort by making a donation. Perhaps even more powerful would have been a matching effort by YUM! brands to further incentivize consumer donations.