Fast food brands launch annual world hunger relief effort

Yum! Brands has announced the launch of World Hunger Relief featuring Christina Aguilera, global spokesperson and new World Food Programme Ambassador Against Hunger.

World Hunger Relief is a private sector hunger relief effort, spanning 110 countries, 37,000 KFC, Pizza Hut, Taco Bell, Long John Silver’s and A&W All-American Food restaurants and more than 1 million employees and franchise associates. The campaign raises awareness, volunteerism and funds for WFP and other hunger relief agencies.

Aguilera raises awareness of the hunger issue by appearing in World Hunger Relief restaurant posters, including a never-seen-before photo of her in Haiti, with the quote, “Together, we have the power to save lives and go from hunger to hope”. Aguilera also appears in a global PSA where the pop superstar sings Beautiful to raise money for hunger relief as well as online efforts, including the campaign’s website, FromHungertoHope.com.

Aguilera travelled with the organisation to Haiti where she toured the quake-stricken country with WFP aid workers and spent time with mothers and children after the January earthquake. She visited schools and helped serve meals to children receiving food through WFP school meal programs. Aguilera’s participation in Yum! Brands’ World Hunger Relief effort last year helped raise a record-breaking $22.5 million for WFP and other hunger relief agencies, helping to provide 90 million meals to hungry people in remote corners of the world.

“With about 1 billion people going hungry around the world today, this critical issue must be addressed,” said David Novak, Chairman and CEO, Yum! Brands. “As the world’s largest restaurant company, we believe it is our responsibility to do everything we can to find a meaningful solution such as building awareness, inspiring volunteerism and raising money,” said Novak.

Novak, company presidents from Taco Bell, Pizza Hut, KFC, Yum! Restaurants International and other senior executives and franchise leaders travelled to Nicaragua to see WFP’s relief efforts in the country. As the second poorest country in the Latin America and Caribbean region, Nicaragua is one of many recipients of funds raised through World Hunger Relief.

“Everyone can play a critical part in the fight against global hunger - if each person makes just a small contribution, we can keep hunger on the run,” said Josette Sheeran, Executive Director of WFP, adding that Yum!’s World Hunger Relief campaign is living proof of the impact individuals and companies can have on global hunger.

Consumers can visit FromHungertoHope.com or donate in the restaurants. Yum! is also selling World Hunger Relief merchandise for the first time on the campaign’s website with 100% of the proceeds going directly to WFP. Merchandise includes special edition World Hunger Relief re-usable Snack Happened snack bags from Itzy Ritzy. Every US dollar raised will go directly towards WFP’s operations to fight hunger around the world. One US dollar provides four meals for hungry children at school.

Yum! plans to generate the equivalent of nearly $50 million in awareness of the hunger issue through a PSA, advertising, public relations, web-based communications and in-restaurant posters. The company’s employees and franchisees will be volunteering their time around the globe at hunger relief agencies, food banks, soup kitchens and launching fundraisers.

World Hunger Relief kicks off its month–long campaign in the US with Taco Bell on 7 October, KFC on 27 September, Pizza Hut on 26 September and Long John Silver’s/A&W Restaurants on 19 September.