Thursday, May 17th, 2012
Kentucky Fried Chicken (KFC) announced its intentions to launch an urban renewal program. The fast food chain is offering to fill up the potholes of five major US cities to promote brand positioning.
KFC sent a letter to US mayors asking them to nominate their cities? potholes to be embellished with KFC logos. Each pothole will be covered by non-permanent street chalk with the words ?Re-freshed by KFC.?
?That?s street marketing at its finest,? said Jason Vargas from Marketing Werks. ?It?s a cool way of breaking through the clutter and building buzz.?
Javier Benito, KFC?s head marketer, described the effort as ?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.?
KFC estimates that there are over 350 million potholes across the US. The company recently kicked off the campaign in its hometown of Louisville, Ky.
