Big Brands and Micro-Sponsorship

It’s Spring and crazy micro-sponsorship is in the air.

Kentucky Fried Chicken has been busy preparing a new recipe - one for asphalt. That’s right. As part of the “Fresh Tastes Best” campaign initiated first in Louisville, KY, KFC has agreed to fill 350 potholes in exchange for the oppt’y to stamp “Re-freshed by KFC” on the roadway. It’s estimated that $3,000 will be required to fix 350 potholes in the city.

KFC and Colonel Sanders Sponsor our Nation's Potholes

The pilot infrastructure program is offering road-repair grants to cities across the country if mayors allow KFC to sponsor freshly repaired potholes with the temporary chalk, branded message.

So far, the cities of Louisville, Cleveland and Birmingham have bitten.

Mayor Daley of Chicago is also interested in the windfall and declared that he is amenable to the idea if KFC is willing to pay $25 million. That would be about $500k for the potholes and another $24.5 million to help fill the budget gap that Chicago is reeling from.

Sorry Mayor, the Colonel won’t fix all your problems - which is what KFC said to the City of Chicago, leaving a very bad taste is the mouths of Chicago citizens. Well, at least it tastes like chicken.