Industry News | April 15, 2010
KFC Changes its Iconic Bucket
KFC is joining the fight against breast cancer with a national “Buckets for the Cure” campaign aimed at educating more women about breast health, generating support for the cause, and attempting to make the single largest donation in the history of Susan G. Komen for the Cure.
Buckets for the Cure launched yesterday and runs through May 23.
"We don’t want our efforts to stop at our restaurants’ doors," says Javier Benito, executive vice president of marketing and food innovation for KFC. "We're asking that everyone nationwide join our efforts to raise awareness for this important cause by going pink too."
To help generate awareness of the disease that will affect one in eight women in the U.S., KFC is changing the color of its iconic bucket from red to pink, a first for the brand.
The commemorative pink buckets pay tribute to 376 cancer survivors and those who have lost their battle by featuring their names on packaging.
Between now and May 23, 2010, KFC will be dedicating the special pink buckets to Susan G. Komen for the Cure, with KFC restaurant operators having donated 50 cents for each pink bucket purchased by the operator before May 9, 2010.
Twenty-five percent of the funds raised from this promotion will go directly to the local Affiliates of Susan G. Komen for the Cure. The funds will be used for local breast cancer education, screening and treatment programs.
"KFC and its franchisees’ support allow us to continue our life-saving work funding research, providing breast health education and screenings and providing direct help for millions of women and men in communities across the United States," said Katrina McGhee, senior vice president - Global Business Development and Partnerships for Komen.
"The funds they raised will not only fund vital research but local communities that support survivors, patients and their families. We are very grateful for KFC’s generosity and help."
The KFC Colonel, known for his classic white suit and ribbon tie, will embrace the brand’s “pink-ification” by donning a new pink suit at a number of public events from now through May 23.
KFC’s “White House” global headquarters is also going pink via exterior pink lighting and ribbons. Even the Commonwealth of Kentucky has rallied behind the brand’s efforts thanks to First Lady of the Commonwealth Jane Beshear, who will light both the Governor’s mansion and the Kentucky State Capitol building pink through May 3.
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