The KFC Pride-Thru is a campaign launched by KFC in order to promote Pride, a movement to support members of the LGBTQIA+ community.
Due to pandemic restrictions, it was difficult for Pride marches to take place outside. In 2020, a small Pride march lead to the arrest of 20 marchers. In 2021, it wasn’t possible for people to do a Pride march at all due to stricter pandemic restrictions.
As an alternative to Pride marches as well as to support the Pride movement, KFC has taken the Pride march to their drive thrus. The brand has decorated drive thrus of certain branches with designs and posters which helped the members of the community and its allies to let their voice be heard. Slogans in the posters include “Everyone has a place at my table”, “Love is the Original Recipe”, and “Drive out all the hate”.
In addition to the decorations, there were also freebies given out to those visiting the Pride-decorated drive thrus, including stickers and even a limited-time float drink centered around Pride.
The KFC Pride-Thru campaign has received the following awards:
- Marketing Excellence Awards 2022
- Brand Experience & Activation / Media (Bronze)
- Brand Experience & Activation / Media (Bronze)
- Gerety Awards 2022
- Experience Cut (Shortlist)
Source: https://workingnotworking.com/projects/293897-kfc-pride-thru
Want to know more about the KFC Pride-Thru? Visit the links below: