Offbeat marketing is always a risk, but sometimes it hits the mark. KFC has taken to filling potholes in its corporate hometown of Louisville, KY. In return for this act of social responsibility, it gets to brand the patched road with a special logo: "Refreshed by KFC." This is a new angle on the adopt-a-highway marketing that funds roadside cleanup efforts. Of course, the KFC message fades over time from tires and weather, but they have generated a ton of PR, which should pay for a lot of filled potholes this year.
Will this make me try KFC again after years away? No. But I love
the effort!
Click here for the press release.
This is another example of how companies, no matter how small, can find ways to creatively tie their brand to socially responsible activities. All local governments are having budget woes. What can you do to help them, and burnish your reputation as a result?