South Africans have come together behind KFC’s 2013 Add Hope campaign, helping the brand’s efforts to tackle high levels of hunger among the country’s children. A total of R3.7 million was raised by customers during October’s World Hunger Month. This amount is part of the annual total of R23 million donated by KFC customers. KFC franchisee’s also contribute to Add Hope, with this year’s contribution totaling R23 million which will be added to the customer donations, reaching a cumulative total of R46 million for 2013. With R210 million raised over the past five years, it is clear that there is an ongoing level of support from South Africans for the Add Hope campaign.
“Each year we ask for the support of our customers to help us raise even more funds during World Hunger Month so that we can bring more beneficiaries on board and reach as many children around South Africa as possible. It humbles us to see the response we have received, exceeding even our own expectations, and now we can feed more than the 40 000 children we already feed every month,” said sponsorship and CSI Manager at KFC South Africa, Lauren Turnbull.
The 2013 KFC Add Hope campaign, which began on 1 October and ended on 9 November, saw the KFC brand give up its iconic Colonel logo at 104 of its stores and replaced it with the smiling faces of children who represent those who benefit from Add Hope funding throughout the year.
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