It has changed its name at reception, donated its Facebook profile and Twitter page to Add Hope and booked out the billboard outside its office to show the change.
"Millions of children go to bed hungry every night, which means that they are unable to grow, learn and thrive. We have changed our brand in honour of KFC's fight against hunger and we encourage others to do the same," says Ogilvy & Mather South Africa CEO Abey Mokgwatsane.
This unprecedented rebranding falls in line with KFC South Africa, which has given up its Colonel logo and replaced it with the smiling faces of children in over 100 stores across the country, representing the children that benefit from its CSR initiative, Add Hope, which feeds over 40,000 hungry children every day.
Through this, it has and will inspire more brands to do the same and help drive donations to Add Hope. It has also led the charge for brands to change their online and social media profiles to support the cause, which can be easily done on the Add Hope website. This awareness campaign hopes to raise at least R2-million during the month of October.
"It is a critical cause to unite behind. We call on more people and organisations to adopt the Add Hope brand. The more they do, the more hungry children we can help feed," concludes Mokgwatsane.
KFC SA and O&M SA have been brand and communications partners for almost 20 years.
For more information, go to www.addhope.co.za.
