KFC ‘Wall of Hope’ Case Study
KFC created the Wall of Hope: A 1.8 meter high, 150 meter long, steel structure consisting of 5,500 empty bellied childlike figures. Donors filled the children’s bellies with coins, demonstrating how every cent of each donation went directly to providing food for a child.
Script
What if you could save a child dying of hunger? What if you could do it with just 2 rand?
Add Hope is KFC South Africa’s answer to the pandemic of child hunger. It promises that a donation as small as just two rand, that’s 26 American cents, can fill an empty belly.
As part of their World Hunger Relief Month campaign, KFC created the Wall of Hope: A 1.8 meter high, 150 meter long, steel structure consisting of 5,500 empty bellied childlike figures. Donors filled the children’s bellies with their two rand coins, demonstrating how every cent of each donation went directly to providing food for a child.
The campaign ran for four weeks over October/November 2011. With online, mobile and in-store support, it raised over 2 million rand within that month. It also raised awareness of the initiative beyond the installation. Where in months prior to the Wall of Hope campaign, in-store, donations averaged around 500,000 rand, December saw the in-store numbers rise to a record high of 1.3 million rand. Every cent of which went into the bellies of hungry children.
Add Hope.
Year
2011Related Materials
Alternate ‘Wall of Hope’ Case Study
An extended version of the KFC ‘Wall of Hope’ case study explains that the experiential marketing tactic was deployed to overcome the public’s concerns about corruption in the distribution of food aid.
KFC’s Add Hope Campaign
KFC’s Wall of Hope was part of a much longer, multi-year cause marketing campaign: Add Hope.