Could potholes be the new billboards? Kentucky Fried Chicken is hoping so with a new marketing and urban renewal program. Last week, as part of the chicken chain's "Fresh Tastes Best" campaign, KFC filled potholes as a private sponsor in Louisville, KY β spray-painting each repair with a stenciled memo: "Re-Freshed by KFC."
The fast food company, which estimates that there are more than 350 million potholes nationwide, wants four more cities to be a part of the campaign and has sent letters to various mayors, offering to patch potholes gratis.
KFC would not comment on how much it will cost the company to fill potholes in five cities. From Starbucks giving free coffee for community service to Kellogg's donating its Michael Phelps cereal boxes to a food bank, companies seem to be focused on marketing their brands next to a good cause.
I'm on the fence about this new campaign. Sure, it couldn't come at a better time for budget-strapped cities that desperately need repair. But on the other hand, I see it as yet another visual space being exploited for marketing purposes. Plus, there are other logistical matters that need to be accounted for β such as what materials are being used, how long KFC would be accountable for the potholes they've fixed, and, of course, the issue of those hideous spray-painted logos. What do you think of the campaign? Are potholes a great cause for KFC to get behind, or is it corporate sponsorship at its worst?
Martick Jewellery
whichever way you feel about this marketing strategy.. you can not deny that it is definitely creative!
1"350 potholes nationwide"? I think you missed a "million" in the article, Yum . . . or about half of the nation's potholes are on my ride to work!
2Ah, you're faster than me! As soon as I posted, it was fixed ^_^"
3i love this. i work in advertising and i have to say that it's a great way to be 'buzz' worthy and to be viral without having to resort to traditional means.
4Yeah I'm also kind of blown away at this creative strategy. My city could use some "refreshing" for sure! Logo or not, fix the roads!
5Creative, yes. Safe, I'm not so sure.
6"Hey, honey can you read that pothole? I think it's McDs!"
"Um, no, I think it's KFC?"
"Oh no watch out for that truck!"
Crash.
I think I heard on the news that the paint they use won't last long, only a week?
7I also read that it isn't real paint. I think it's a really creative way to market. Think about how much money is "wasted" on ads to get your name out there. This is actually doing some good.
8I think it's just kind of weird. I guess it's kind of a good thing because pot holes are really annoying and no one really wants them there, but on the other hand it just seems like a really dumb place to stick your logo.
9Hey if it saves us taxpayers money, I'm in!!
10KENTUCKY FRIED CRUELTY
11KENTUCKY FRIED CRUELTY
KENTUCKY FRIED CRUELTY
http://www.kentuckyfriedcruelty.com/
This is a beautiful idea to a very nasty problem. I am all for priivate corporations doing the job of Government. If local (or Federal leval) Government is not willing to fix a problem in which I pay taxes-on-top-of-taxes to be fix, why shouldn't the private sector benefit from this. It's a very creative idea, one that should be tackled on many different levels and broads. I think the key to this is, KISS. Private corps should keep it simple and tastful, to get their name, product, and/or message across.
12I heard someone on NPR the other day say "a chicken for every pothole." Totally made me giggle.
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