Need a pothole filled in your city? Call KFC!
In an unusual and savvy cause-marketing push, KFC is tackling the pothole problem in Louisville, Kentucky, in exchange for stamping the fresh pavement with “Re-freshed by KFC,” a chalky stencil likely to fade away in the next downpour.
AdAge.com reports on a brilliant new marketing initiative by KFC in its home town of Louisville, Kentucky.
Don’t be surprised if you see Col Sanders out filling potholes. In an unusual cause-marketing push, KFC is tackling the pothole problem in Louisville, Ky, in exchange for stamping the fresh pavement with “Re-freshed by KFC,” a chalky stencil likely to fade away in the next downpour.
“This program is a perfect example of that rare and optimal occurrence when a company can creatively market itself and help local governments and everyday Americans across the country,” said Javier Benito, exec VP-marketing and food innovation at KFC. Louisville Mayor Jerry Abramson noted in a statement that budgets are tight for cities across the country, and finding funding for road repairs is a dirty job. “It’s great to have a concerned corporation like KFC create innovative private/public partnerships like this pothole refresh program.”
he KFC program appears to be part of a growing body of consumer-service marketing that connects in a meaningful way. Jens Bang, president of Cone, a Boston-based cause branding and corporate responsibility firm, said that recent scandals on Wall Street and in the banking industry have built up consumer skepticism, and “corporate marketers have to be concerned about building trusted relationships with their core stakeholders.”
Given the state of things, Bang said that corporations are looking to cause marketing for a variety of reasons. “Marketers are looking to use cause marketing or cause branding to look for opportunities to do a few things, build brand equity, enhance reputation. And it’s also a big benefit to morale, it’s a big help in recruitment and retention.”
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