Yum Brands - home to KFC, Pizza Hut, and other restaurants - wanted to celebrate its tenth anniversary in a way that recognized the company's efforts to fight hunger, as well as its business results.
In the past, its philanthropic efforts were US-based. However, with 35,000 restaurants and one million employees in 110 countries, Yum partnered with the United Nation's World Food Pro-gram (WFP) and Weber Shandwick to make a difference on a global scale.
Yum had three goals: raise awareness of the issue, increase volunteerism, and fundraising. The company wanted to leverage its size and global reach, so each country was told to put its own spin on the effort.
"The beauty of the program is that it came to life in each brand and in their own way around the world," says Amy Sherwood, VP of PR for Yum.
The team announced WHRW through an exclusive AP story in the US. News releases in more than a dozen languages, b-roll, and other elements coincided with the story. The week kicked off with a rally at Yum's headquarters and a virtual ringing of the New York Stock Exchange's opening bell, which was covered by various outlets, including CNBC.
It launched http://www.fromhopetohunger.com/ and used Google, MySpace, and other sites for outreach. Yum also created in-store materials and PSAs.
Yum enlisted celebrity help, including stars of The Hills; KFC's Colonel took a cross-country trip for "Honks for Hunger Relief;" and football star Roy Williams delivered Pizza Hut pizzas, donating his tips.
Yum raised $16 million, tallied four million volunteer hours, and donated 11 million pounds of food. Ten million people from 183 countries visited the Web site and Yum brand sites, and it earned more than one billion media impressions worldwide.
Yum is already planning for this year's campaign.
PR team: Yum Brands (Louisville, KY) and Weber Shandwick (Chicago and London)
Campaign: World Hunger Relief Week (WHRW)
Duration: October 14 to 20, 2007