KFC launches microsite PlateOfHope.in to feed hungry kids

The Quick Serve Restaurant chain (QSR) Kentucky Fried Chicken India (KFC), recently launched its new digital campaign 'Plate of Hope' under the theme 'add Hope', an initiative to fight hunger in the country. The campaign has been conceptualised by Blink Digital, a Mumbai-based digital agency.

Blink Digital launched the microsite www.plateofhope.in on Wednesday, May 11, to offer consumers the chance to contribute through an interactive online session. For every plate created on the website, KFC will feed a hungry child. The campaign will continue until May 16.

What consumers need to do is to visit the website and log in, select their type of avatar (Male or Female), type of plate, add a message for the brand, give their personal details, and click on the Add Hope sign in the end in order to make themselves count as contributors towards the good deed.

According to the statistics given on the website, 194.6 million people go hungry in India every day, and 15.2 per cent of our population is malnourished with 3,000 children dying every day, in early infancy, due to poor diet. The statistics also show that 58 per cent are stunted by the age of two.

Lluis Ruiz Ribot, chief marketing officer, KFC, says in a press release, "KFC is committed to supporting the hunger initiative and this may mark the start of many such initiatives 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 the simple call-to-action website that integrates what we stand for, and for what it can do!"

Speaking about the campaign, Dooj Ramchandani, co-founder and creative director, Blink Digital, says in a press release, "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 simple for a smartphone or desktop user. We do hope people share this and create their own Plate of Hope for a better tomorrow in India!"

KFC's 'add Hope' theme aims at creating awareness and raising funds to provide meals to India's under-privileged children through the World Food Program (WFP), Akshaya Patra Foundation, and India Food Banking Network (IFBN), and provide 20 million meals to under-privileged children by 2020.