KFC Offers to Fill Up the Nation's ... Potholes

Kentucky Fried Chicken today announced its own urban renewal program. The chicken chain has offered to fill up the potholes in five major U.S. cities to promote its “fresh” brand positioning.

Giving back has become a trend for marketers, including Starbucks, Kellogg’s Frosted Flakes and others that have centered their message around helping the community.

KFC sent a letter to U.S. mayors today asking them to nominate their cities’ roads to be refreshed. Every pothole filled by the fast feeder will be covered in nonpermanent street chalk with the words “Re-freshed by KFC.”

Jason Vargas of the experiential marketing agency Marketing Werks applauded the effort: “That’s street marketing at its finest. It’s a cool way of breaking through the clutter and building buzz.”