WHR Around The World
Our teams around the globe are hard at work building brands with purpose. World Hunger Relief (WHR) is an initiative that unites our system around a common cause. The success of the movement is centered around the way our teams take it and make it their own – from uniquely branded campaigns like KFC’s Global Initiative Add Hope or China’s two week campaign ‘Love Connects Us All’ – to raise awareness and funds to help end hunger.
YUM! BRANDS CORPORATE
In October 2015, Yum! Brands adopted the community of Jinotega, Nicaragua, as part of our new Feed the World Ambassador Program.
“We’re a company with a Huge Heart and it’s our privilege and responsibility to Feed the World by making a difference in global hunger,” said Greg Creed, Chief Executive Officer, Yum! Brands. “Witnessing WFP’s life-saving efforts in developing countries like Nicaragua is humbling. I’m hopeful our new employee campaign will give those less fortunate a hand up and create long-term change in communities around the world.”
Creed and a team of eight Yum! Brands employees traveled to Jinotega, Nicaragua, met with local leaders and the World Food Programme (WFP) to identify how to help several communities and schools in the Jinotega region. Our employee ambassadors also spoke with teachers and parents and prepared and served meals to children at local schools.
Upon their return from Jinotega, they conducted a three-month fundraising campaign. This included rallying co-workers, leadership, board members and vendors around one cause - improving the local infrastructure for the students in Jinotega. In total, more than $540,000 was raised for the Jinotega community.
All the proceeds went to helping build pre-school classrooms and bathrooms; upgrade their school cafeterias, storage and cooking facilities; provide essential classroom items such as student desks, white boards and supplies; and install sustainable irrigation systems and school gardens, among other things. Our efforts help feed the world one community at a time.
Global – Add Hope
From the early days of Colonel Sanders, giving back has been engrained in KFC’s DNA. As a leading brand in the restaurant space with more than 14,000 restaurants in 120+ countries and territories, KFC feeds the world and is committed to leading the fight to end global hunger through Add Hope, KFC’s signature global program.
With WFP as their global partner, Add Hope raises funds to feed hungry children and families around the world and encourages participation in local hunger programs. Through the dedication of franchisees and team members, in 2015 KFC globally raised more than $11 million in cash and food donations for hunger organizations, enough to provide 44 million meals for women and children.
Each year, KFC restaurants across the nation participate in a three-week Add Hope fundraising campaign for WFP, giving guests an opportunity to donate $1. In 2015, nearly 800 KFC team members volunteered to serve as Add Hope Ambassadors and led fundraising efforts in their local restaurants. Thanks to their efforts, the 2015 Add Hope campaign provided nearly four million meals to those in need around the world.
Over 11 million South Africans don’t have access to proper nutrition and go to bed hungry every night. Of these, 3.2 million are children. Through its hugely successful Add Hope efforts, KFC South Africa has come to own the month of October, World Hunger Month. Even though guests can donate to Add Hope all year round, World Hunger Month is an opportunity to raise awareness about hunger and the difference a meal can make to a child’s development.
In October 2015, as part of an integrated campaign, Add Hope launched its first-ever TV advertisement, aimed at raising awareness about the difference a nutritious meal makes to the life of a child. The TV advertisement told the story of how a child’s ability to learn and develop improves with a full tummy. This simple, yet impactful story, told by the drawings of some of the 100,000 children the initiative feeds every day, brought to life the power a R2 Add Hope donation can have in alleviating hunger. The campaign was well received and raised nearly $3.7 million USD.
U.K. and Ireland
In 2015, KFC UK&I established the KFC Add Hope Foundation to tackle hunger overseas through WFP and to support local charities. Each store voted for a preferred local charity and was granted funds, alongside the WFP, through the new Foundation.
Over the next 12 months, the KFC Add Hope Foundation plans to raise £1.5 million through collection boxes, product promotions (with 10 pence from a kids meal being donated to the Foundation), or from customers donating through their Colonel’s Club loyalty cards. To date they are more than halfway to this target. One hundred percent of funds raised will go directly to charities with KFC covering all administrative costs.
KFC Philippines has been a huge champion of Add Hope from the beginning. In 2015, the restaurants took a bold stance of raising awareness of hunger by removing product from their menus in honor of World Hunger Day to depict what local children had to eat – which is sometimes nothing.
Latin America & Caribbean (LA&C)
KFC could not achieve its goal of ending hunger without the help of our dedicated franchisees in the LA&C market. During their 2015 campaign, the LA&C team raised funds to feed nearly one million children. In the Bahamas, teams rallied to raise an average of $4,300 per restaurant, the highest in the KFC system. Other countries raising more than $1,000 per restaurant include Grand Cayman, Honduras, St. Maarten and Brazil. In Puerto Rico, a franchisee undertook a significant volunteer project that resulted in the donation of more than 8,800 pounds of food.
Australia’s World Hunger Relief campaign in both KFC and Pizza Hut restaurants continues to be a success year after, raising more than $7.3 million AUD for WFP. In 2015, they achieved breakthrough results, raising more than $1.1 million AUD through a variety of fundraising activities, from a cricket event to talent shows, car washes, bake sales and in-store competitions as well as Facebook and other digital efforts.
In addition to in-store fundraising efforts, our Australian market hosted their third Annual World Hunger Gala, complete with a raffle and silent auction. In that night alone, they raised enough money to feed more than 100,000 women and children.
In January 2016, six team members from the highest performing restaurants will visit the communities in Laos to experience how World Hunger Relief funds are helping to provide meals.
KFC Thailand’s Add Hope ads secured the top two spots on KFC’s Most-Shared Videos.
GLOBAL – DELIVER HOPE
In 2015, Deliver Hope was Pizza Hut’s call to action to encourage consumers and Pizza Hut employees worldwide to help others through the company’s three philanthropic pillars: children’s literacy, WHR and involvement in local community.
During the 2015 WHR campaign, Pizza Hut customers made donations to the WFP while dining in restaurants and when ordering online through digital campaigns. Additionally, Pizza Hut restaurant teams, franchisees and corporate employees around the world organized events at the local level to fundraise by hosting charity auctions, cricket games, car washes and group walk/runs to raise money for children’s literacy, World Hunger Relief and other volunteer initiatives in their local communities. Pizza Hut raised more than $3 million in food and cash donations, equating to 12 million meals for women and children.
Latin America & Caribbean (LA&C)
For the past four years, Pizza Hut has helped over 50,000 children in El Salvador supporting efforts around reducing hunger and malnutrition. In 2015, with the help of the WFP and a grant from the Yum! Brands Foundation, Muévete Conmigo was able to help over 20,000 families nationwide, including children and pregnant women.
The program’s mascot, Maraton Puch, travels all over El Salvador visiting schools to teach kids about sanitation and balanced meals and paying visits to partner companies and suppliers who help support the Muévete Conmigo movement. He also hosts the annual Maratón Puch, a ‘fun run’ that is the largest family event in El Salvador with over 1,900 participants. Pizza Hut volunteers from the El Salvador franchise group do some really great things to help support and amplify the program, including visiting beneficiary communities to help raise awareness and assist with distribution of meals.
The Pizza Hut restaurants teamed up with the WFP and ventured out to their own backyard into the conflict-affected community of Laneo, Mindanao, one of the benefiting communities from funds raised by Pizza Hut’s World Hunger Relief Campaign. The Pizza Hut team spent their trip assisting the WFP staff by distributing nutritious meals and goody bags to the over 900 students who attend the Denaig and Pindulonan Elementary Schools.
Yum! Restaurants China celebrated another successful World Hunger Relief campaign, raising nearly $3 million USD through its KFC, Pizza Hut, Pizza Hut Home Service and East Dawning restaurant efforts, community events and online donations in just under two weeks. That equates to 11 million meals for women and children.
The campaign was interactive and fun, hosting large scale events in 17 market cities to involve the community in ending hunger. Fundraising efforts included engaging with fans on donation channels including Tencent, Sina Weibo and WeChat, raising awareness through social media channels WeChat and Weibo and sending virtual thank you cards to customers who donated in-restaurant, which could be shared on social media profiles.
The campaign was recognized for ‘Outstanding Contribution to Poverty Relief’ at the Annual China Corporate Charity Work Awards Summit.
In 2015, Yum! India raised nearly $75,000 for our fight against hunger and partnered with WFP on a project to improve child nutrition through fortified school meals. The program benefited nearly 100,000 school children between the ages of 6-14. The overall anemia prevalence in the school children partaking in the program reduced by 20 percent, of which six percent was attributed to the consumption of the fortified school meals.