Sept. 13, 2013
Yum! Brands has launched its annual World Hunger Relief effort, once again featuring multi-Grammy Award winner Christina Aguilera to promote the message.
Yum! Brands' World Hunger Relief effort has been recognized as the world's largest private sector hunger relief initiative, spanning more than 130 countries and territories, and more than 39,000 KFC, Pizza Hut and Taco Bell restaurants and nearly 1.5 million employees. The initiative began in 2007 in an effort to raise awareness, volunteerism and funds for the United Nations World Food Programme (WFP) and other hunger relief agencies.
The new PSA includes footage from Aguilera's recent visit to Rwanda where she witnessed the effects of hunger and helped beneficiaries of WFP's nutrition programs.
Aguilera's song, "Light Up the Sky," plays throughout the 15- and 30-second versions of the PSA that will air on television and online starting this month.
In addition to the new public service announcement, Aguilera is featured on new World Hunger Relief posters at KFC, Pizza Hut and Taco Bell restaurants with the quote "Together, we have the power to save lives and move from hunger to hope," plus advertising and online efforts, including the campaign's website, HungertoHope.com.
She has served as global spokesperson for Yum! Brands' World Hunger Relief effort since 2009. She also serves as an "Ambassador Against Hunger" for WFP where she has traveled on relief trips with the organization to Guatemala, Haiti and Rwanda.
"We believe that it is our privilege and responsibility to do everything we can to make a difference in global hunger and save lives," said David Novak, chairman and CEO, Yum! Brands Inc. "Christina is an incredible spokesperson for World Hunger Relief, helping us raise global awareness and inspiring people to get involved. We are also grateful for the important work that the World Food Programme is doing every day to feed millions of hungry children and women in developing countries."
Consumers can visit HungertoHope.com, donate in KFC, Pizza Hut and Taco Bell restaurants worldwide (no purchase necessary) or text "WHR" to 90999. Every U.S. dollar raised will go directly toward WFP's operations to fight hunger around the world.
Yum! expects to generate the equivalent of nearly $50 million in awareness through PSAs, advertising, public relations, web-based communications and in-restaurant posters. The company's employees and franchisees will also volunteer their time around the world at hunger relief agencies, food banks, soup kitchens and launching fundraisers.
Read more about cause marketing.