January 07, 2010 // Franchising.com // LOUISVILLE, KY – Step aside roadside billboards. To help cities pay for needed fire safety repairs and improvements during difficult economic times, KFC unveiled an advertising campaign to bring the brand's iconic logo to neighborhood fire hydrants and fire extinguishers in public buildings. Designed to launch KFC's new Fiery Grilled Wings, this first-of-its-kind advertising program supports the important issue of fire prevention and safety.
"With January being the peak month for residential fires, KFC wanted to raise awareness about this important issue and launch our new KFC Fiery Grilled Wings by supporting local fire departments nationwide," said Javier Benito, executive vice president of marketing and food innovation for KFC. "This unique marketing concept will help pay for new fire extinguishers and fire hydrants in cities in exchange for branding the equipment with Fiery Grilled Wings logos."
In Brazil, Ind., 85 fire hydrants needed repairs the city couldn't afford due to budget constraints. To help, KFC repaired hydrants while also branding them with the KFC and Fiery Grilled Wings logos.
"Brazil has been faced with budget constraints for several years, and unfortunately, fire hydrant maintenance has suffered because of them," said Brazil Mayor Ann Bradshaw. "We're thrilled that KFC recognizes that cities are being forced to make these difficult decisions and has stepped up to help us." Just over 60 miles east along I-70, KFC teamed up with Third Street Partners to provide Indianapolis Mayor Greg Ballard with branded residential smoke detectors as well as branded fire extinguishers for gyms and recreation centers throughout the city.
Creative public/private partnerships have become a mainstay in Indiana's capitol city and have served as a way for many municipal agencies to overcome budget shortfalls. Third Street Partners represents the City of Indianapolis as it seeks to create revenue-generating public/private partnerships for the city.
Additionally, KFC issued an open offer to mayors nationwide, asking them to describe their need for fire extinguishers and hydrants in their community. Three other lucky cities will receive KFC's assistance.
"Public safety is job one in Indianapolis," said Mayor Ballard. "Cities everywhere are working to overcome budget challenges, and partnerships like this one with KFC offer a welcome opportunity to support important fire prevention and safety efforts."
KFC's track record of private/public partnerships began last spring when the brand issued an open offer to mayors of cities nationwide asking them to describe their city streets' state of disrepair. Four cities from coast to coast received KFC-refreshed potholes, branded via a large stencil that read "Re-Freshed by KFC" in eye-catching, but non-permanent street chalk. The unique marketing campaign attracted worldwide attention.
"We are always looking for outside-the-bucket marketing ideas," Benito added. "Much like our 'Re-Freshed by KFC' pothole repair program that promoted our fresh chicken, this partnership was tailor-made for our new Fiery Grilled Wings."
Wing lovers take note: if you play with fire then KFC's new Fiery Grilled Wings are for you! These wings are slow grilled to seal in the juicy, fiery heat and marinated in a unique blend of chili peppers and covered in flavorful spices for a delicious, one-of-a-kind flavor. This meaty, bone-in wing will make you "UnThink" the way you think about wings.
KFC Corporation, based in Louisville, Ky., is the world's most popular chicken restaurant chain specializing in Original Recipe®, Extra Crispy™, Kentucky Grilled Chicken® and Original Recipe Strips with home-style sides, Honey BBQ Wings, and freshly made chicken sandwiches. There are more than 15,000 KFC outlets in 109 countries and territories around the world serving some 12 million customers each day. KFC Corporation is a subsidiary of Yum! Brands, Inc., Louisville, Ky. (NYSE: YUM.)