O&M JHB’s Add Hope campaign exceeds expectations

JOHANNESBURG, December 02, 2013 – South Africans have come together behind KFC’s 2013 Add Hope campaign, which Ogilvy & Mather Johannesburg (O&M JHB) was proud be a significant part of. The team set out with the goal of raising R2 million through KFC customers for hungry children during World Hunger Month in October. However, this was exceeded by R1.7, raising a total of R3.7 million, far surpassing expectations.

The 2013 KFC Add Hope campaign saw KFC give up its iconic Colonel logo at 104 restaurants across the country. In order to raise awareness for Add Hope, the Colonel was replaced with the smiling faces of those who truly benefit from Add Hope funding… the children.

Consumers were also encouraged to swap out their own personal brands on social media platforms, using the same children KFC did. This played a huge role in raising the profile for Add Hope and the plight of South Africa’s hungry children. Furthermore, the campaign saw other well-known brands, like Jacaranda FM, dedicate their resources to further raise awareness and boost donations.

O&M JHB delivered creative content, provided sound marketing strategy and employed extensive social media and online content management during the course of October.

Additionally, O&M JHB designed, built and managed an Add Hope-centric blog site as successes and other Add Hope stories were given a sleekly designed and functional platform. The website remains live and can be visited here – http://www.addhope.co.za/.

In the spirit of brand swapping, O&M JHB changed out its own brand for World Hunger Month to become Ogilvy & Hope. O&M JHB also dedicated a billboard to Add Hope outside its offices in Bryanston, proudly displaying the smiling faces of Add Hope, encouraging passersby’s to help the cause.

Through the Add Hope initiative, KFC seeks to use the power of its brand to make a real and meaningful difference to hunger relief in South Africa. KFC uses its vast network of over 700 restaurants to raise funds throughout the year to help feed hungry children.

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About Ogilvy & Mather South Africa

Established in 1984, Ogilvy & Mather South Africa has been a leading advertising and communications group in South Africa for over 25 years. It currently employs over 700 staff across 14 specialised companies. In 2012, O&M SA was the most awarded South African agency at the Cannes Lions and dominated the Apex Awards for creative effectiveness for the fifth consecutive year. O&M SA has industry leading capability in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, CRM, mobile, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and specialist communications. It is at the forefront of integrated communication, with a mission to work with clients to develop breakthrough ideas that release the potential that exists in their brands, thereby creating measurable value. Clients include both global multinationals and local businesses.


Issued for Ogilvy & Mather South Africa by: Ogilvy Public Relations, Johannesburg Ivana Naidoo, Account Manager +27 (0) 79 108 8471 Ivana.Naidoo@ogilvypr.co.za