Yum! launches hunger relief effort

Sept. 22, 2009
Yum! Brands, parent company of the KFC, Pizza Hut, Taco Bell, A&W and Long John Silver's brands is launching its annual World Hunger Relief campaign with pop star Christina Aguilera serving as the effort's global spokesperson. World Hunger Relief is the world's largest private sector hunger relief effort, spanning 110 countries, 36,000 Yum!-operated restaurants and more than 1 million employees working to raise awareness, volunteerism and funds for the United Nations World Food Programme (WFP) and other hunger relief agencies.
Aguilera is appearing in the World Hunger Relief campaign's new global public service announcement and advertisement that will start airing at the end of September. The black-and-white PSA captures Aguilera, accompanied by a guitarist, attracting a crowd on a busy corner in Los Angeles as she sings her song "Beautiful" to raise money for hunger relief. Graphics illustrate that everyone can do something to help, "all it takes is a dollar and you, hope is in your hands."
The new 15-, 30- and 60-second PSA was created by DraftFCB in Chicago, directed by the award-winning Phil Joanou and edited by Beast in Los Angeles.
Aguilera will also appear in World Hunger Relief restaurant posters with the quote, "Together, we have the power to save lives and go from hunger to hope" and online efforts, including the campaign's Web site. Consumers can log on to the campaign's Web site or go to any KFC, Pizza Hut, Taco Bell, Long John Silver's or A&W All-American Food restaurant to donate.
Global hunger has reached epic proportions this year – with more than 1 billion hungry people around the world – due to the convergence of the global economic slowdown; high food prices; increased competition for products that produce energy; severe droughts and floods due to climate change; and increasing demand from growing economies in Asia and South America.
Relief efforts
Yum! CEO David Novak, the presidents from KFC, Pizza Hut and Taco Bell, other senior executives and franchise leaders traveled to El Salvador in August to see WFP's relief efforts. Yum! has announced that it will donate the first $1 million it raises this year to El Salvador.
Yum! also is co-leading the Business Council to End Global Hunger. The new effort will encourage trade associations, companies and other private sector entities in the United States to support the Roadmap to End Global Hunger – an advocacy initiative laying out a comprehensive strategy for the U.S. government to set the stage for a permanent end to global hunger and poverty.
WFP is the world's largest humanitarian organization fighting hunger worldwide. WFP is currently facing critical funding shortfalls which means it is being forced to reduce, and in some cases, cut food rations to the world's hungry, making the World Hunger Relief campaign even more crucial this year.
World Hunger Relief kicks off its month-long campaign in the United States starting Sept. 24 (Long John Silver's/A&W All-American Food), Sept. 27 (Pizza Hut), Sept. 28 (KFC) and Oct. 8 (Taco Bell). The Yum! Foundation will be covering WFP's administrative fee so that funds collected online and at its restaurants will go directly towards feeding poor school children in the developing world and helping villages become self-sustainable. Every U.S. dollar raised will provide four meals for hungry children.
Since World Hunger Relief launched in 2007, more than 1 million of Yum!'s employees, franchisees and their families have volunteered more than 9 million hours to aid hunger relief efforts in communities worldwide. The effort has raised $36 million for WFP and other hunger relief organizations and is helping to provide approximately 160 million meals and save the lives of about 4 million people in remote corners of the world.
Yum!'s World Hunger Relief efforts are highlighted in a new book by journalists Roger Thurow and Scott Kilman, Enough: Why The World's Poorest Starve In An Age of Plenty.

Topics: Marketing , Pizza Hut , Public Companies

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