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Blink Digital creates 'Plate of Hope' for KFC

KFC has launched the 'Plate of Hope' campaign as a CSR initiative. For each plate created on the campaign website, a meal will be served to the poor

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Blink Digital creates 'Plate of Hope' for KFC

Blink Digital creates 'Plate of Hope' for KFC

KFC has launched the 'Plate of Hope' campaign as a CSR initiative. For each plate created on the campaign website, a meal will be served to the poor

BestMediaInfo Bureau | Mumbai | May 17, 2016

Plate-of-Hope-KFC

Blink Digital has created an online campaign for Kentucky Fried Chicken (KFC), which was launched on May 11 in Hyderabad. As part of the campaign, KFC has created a micro website - www.plateofhope.in. For every 'Plate of Hope' created on the page by someone, a meal will be offered to the poor.

KFC's campaign 'Hope' aims to create awareness and raise funds to provide meals to India's underprivileged children through the World Food Programme (WFP), Akshaya Patra Foundation and India FoodBanking Network (IFBN). Along with these organizations, KFC aims to provide 20 million meals to underprivileged children by 2020.

Dooj Ramchandani Dooj Ramchandani

Talking of the brief given for the campaign, Dooj Ramchandani, Co-Founder and Creative Director, Blink Digital, said, “194.6 million people in India go hungry every day. With 15.2 per cent of our entire population being malnourished, we are the largest undernourished population in the world. Startling facts like these have prompted KFC to take a step towards alleviating the hunger problem in India through the 'Add Hope' CSR initiative. Our task was to create awareness about the hunger problem in India and garner support for the fight against hunger.”

The campaign is being promoted on KFC's website, its social media accounts on Facebook and Twitter, apart from emailers. So far more than 12,000 plates have been created and the number is only increasing.

Ramchandani said, “KFC has been a great client to not only work with but also a partner who understands and is willing to push the envelope with constructive action and thought. We wanted to make a difference ? be bold and marry the brand ethos to actual consumer action. The entire initiative is very simple for a smartphone or desktop user to contribute to. We do hope people share this and create their own Plate of Hope for a better tomorrow in India.”

Talking of the insight for the campaign and the ideation process, he said, “We wanted to spread the message by creating a campaign which would be very simple for a smartphone or desktop user to contribute to. A plate is a very simple way of connoting food. While most of us take having food on our plates for granted, others aren't so lucky. We wanted to add hope to these people's plates for a better tomorrow. And so the 'Plate of Hope' campaign was born.”

The agency has created a microsite - www.plateofhope.in - for the KFC campaign. On clicking the link, the red 'Plate of Hope' website opens. On that page one can create a meal one would want to serve the poor by choosing an avatar and the plate from the various options available on the page. There is a column in which one can write a message. The author's name and email address can be written in another column, before clicking on the “Add Hope' icon.

After all the information has been filled in, a Plate of Hope gets created. A page then appears with the avatar, message and the plate selected by the visitor on the website. The page contains a 'thank you' note for making a 'Plate of Hope'. In the gallery option given on the website, people can check out other Plates of Hope too.

Lluis Ruiz Ribot Lluis Ruiz Ribot

Lluis Ruiz Ribot, Chief Marketing Officer, KFC, said, “KFC is committed to supporting the hunger initiative and this may mark the start of many to follow in India. These statistics are of concern and we request people to spare their time to make a change. We are quite pleased with the way Blink Digital has created a simple yet call to action website that integrates what we stand for and for what they can do.”

Established in 2009 and based in Mumbai, Blink Digital has been awarded the prestigious Clio Awards and the Webby Awards for their campaigns for Star Sports Pro Kabaddi League and KFC WOW@25 earlier.

The campaign:

http://www.plateofhope.in/ 

Add-Hope_Infografic

Credits:

Client: KFC

Creative/Digital Agency: Blink Digital

Creative Director: Dooj Ramchandani

Account Director: Rikki Agarwal

Copywriter: Jana Colaco

Art Director: Yogesh Shirke

Visual Designers: Prerana Parab, Tanushri Narang

Front-end Developer: Sumit Gupta

Account Executive: Karan Vora

Web Development: One Leap Solutions

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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