KFC is launching a pilot infrastructure renewal program, becoming the first-ever corporate sponsor of “fresh”ly “filled up” potholes in up to five major cities across the U.S. The KFC Colonel and his professional road repair crew got started in their hometown of Louisville by filling up potholes and re-freshing roads around the city. KFC also issued an open offer to mayors of cities nationwide, asking them to describe their city streets’ state of disrepair. Four of these lucky cities, chosen at random, will receive KFC’s road re-“fresh”ment.
It is estimated that U.S. roads are riddled with more than 350 million potholes nationwide – that’s one mini canyon for every man, woman and child in America.
“This program is a perfect example of that rare and optimal occurrence when a company can creatively market itself and help local governments and everyday Americans across the country,” said Javier Benito, executive vice president of marketing and food innovation for KFC.
“Everyone could use a little help during these tough economic times and this initiative – like our commitment to provide affordable, freshly prepared chicken – is our way of carrying on Colonel Sanders’ legacy.”
KFC-refreshed potholes will be branded via a large stencil that reads “Re-Freshed by KFC” in eye-catching, but non-permanent street chalk.