In 2009 Kentucky Fried Chicken a.k.a. KFC kicked off a give-back campaign to launch its fresh brand positioning. According to AdWeek;
KFC sent a letter to U.S. mayors today asking them to nominate their cities’ roads to be refreshed. Every pothole filled by the fast feeder will be covered in nonpermanent street chalk with the words “Re-freshed by KFC.”
Jason Vargas of the experiential marketing agency Marketing Werks applauded the effort: “That’s street marketing at its finest. It’s a cool way of breaking through the clutter and building buzz.”
The guerilla/community service effort touts the fact that the chain uses only fresh chicken shipped in weekly. The chain’s head marketer Javier Benito, said in a statement, that this 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.”
At the time of the offer KFC estimated there were about 350 million potholes in the U.S. It appears that this campaign was short-lived and thankfully the Colonel got back to what he does best, making chicken, leaving fixing potholes to the pros, like the ones who use U.S. Cold Patch to safely and permanently repair potholes.