KFC ‘Journey of Hope’ Case Study
As part of KFC’s “Add Hope” donation-collection campaign, KFC teamed with adventurer Riaan Manser for a Journey of Hope. KFC sought to increase awareness of the crippling effect of hunger on South Africa’s children (while increasing consumer walk-in traffic to KFC’s stores).
Narrator: “This is Riaan Manser, extreme adventurer: the only man who cycled around Africa alone and kayaked the arctic. In 2012, he undertook another challenge: to cycle across South Africa. It should have been easy. But this time, there was one big difference. This time, he was starving himself. To show people the crippling effect of hunger on South Africa’s children, Riaan embarked on a 6-week, cross-country expedition — on half the calories his body needed.”
Riaan Manser: “The wind just stole calorie, after calorie, after calorie. It’s impossible.”
Narrator: “From a satellite view, the 4,100 km route spelled out the word “hope” a reminder that a solution to child hunger exists.”
Riaan Manser and others: “Add hope. Add hope.”
Narrator: “Add hope. KCF CSR and an in-store (collection box) which lets customers donate 2 Rand to feed a hungry child. Riaan’s struggle demonstrated what happens to the human body when starved or fed. 1.23 million people watched as he battled against the elements: the road, and his own body. He stopped at charities in 5 provinces, where he ate what the children did. People could tweet him extra calories, but Riaan didn’t’ take them, leaving this as his only real source of sustenance. Each time, the effects were almost instantaneous. Riaan was happier, stronger, and faster. One meal made all the difference.”
The Journey of Hope generated R7,000,000 in earned media. An ROI of 1:34. Donations peaked at R12,000,000 for the year, which means 6,000,000 meals in the next (year).
More information on the ‘parent’ campaign is available in the KFC ‘Add Hope’ case study.