KFC Add Hope ‘The World’s Biggest Hunger Hack’

KFC Add Hope ‘The World’s Biggest Hunger Hack’ Case Study

The Biggest Hunger Hack transformed one of South Africa’s largest feeding programmes into an open-source movement for change.

At a time when hunger was rising and trust in institutions was declining, KFC Add Hope reached a major milestone: over R1 billion raised to feed children across South Africa. Yet despite becoming the country’s second largest feeding system after government, hunger continued to outpace what any one organisation could solve alone.

So KFC did something radical. Using one of its most recognisable brand assets, the “secret recipe”, KFC open-sourced the inner workings of Add Hope: every partner, process and framework behind feeding millions of meals.

Then, instead of turning to experts, the brand handed the system to 60 young South Africans and invited them to hack, improve, and scale it.

The result was unprecedented collaboration across the food ecosystem, unlocking new partners, surplus food redistribution at scale, digital donation integrations and youth-led solutions actively being implemented within the business.

What began as a feeding programme evolved into shared infrastructure designed to help more children access the nutrition they need to learn, grow and thrive.

Brand: KFC
Client – Head of Corporate Affairs, KFC Africa: Andra Nel
Product: KFC Add Hope

Agency: KA Muses
Chief Strategist of KA Muses: Keri-Ann Stanton
PR Strategist: Melissa Attree
Group BUD: Elmarie Swart
PR Producer: Aloma Swanepoel
PR Producer: Aurelle Franks
Publicist: Alison Fyfe-Turck
Writer: Dave Chambers

Media Agency: Bonfire Media
Director: Candice Rew
Senior Project & Business Manager: Mariaan Steyn

Partner: University of Johannesburg

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