The creative idea was to remind consumers - who were contemplating what to order for themselves at KFC - of the fact that there are children in Mindanao that are going hungry, as well.

We did this through Food for Hope - empty menu boards that showcased what children in Mindanao often have to eat - nothing.

We took out all the food from our menu-boards – so when consumers looked at the menu boards to contemplate what to order for themselves, they were faced with empty plates, glasses, and buckets that represented what the children of war-torn Mindanao often have to eat, instead. Signs and the KFC cashiers then informed them that they could make a donation just by adding any amount to their meal.

This campaign ran across several KFC stores around the Philippines for a month. A video capturing the change in menu boards and consumers’ reactions to them was uploaded on several channels online.

Despite the limited run of the campaign - it directly resulted in Add Hope donations increasing by 1629% during the campain period which resulted in over 550,000 Add Hope meals being served.