Hatred of Corporate America? Maybe

KFC wants to help patch the nation's potholes

Tribune staff report
1:09 PM CDT, March 27, 2009

Everybody needs a little KFC. But maybe not Chicago.

The fast-food chain has sent off a letter to the nation's mayors, offering to patch their potholes for free. The company will leave behind a stenciled brand on the patch informing people the road has been "Re-Freshed by KFC."

"In honor of our "Fresh Tastes Best" campaign, we want to come and Re-"Fresh" your roads!" KFC president Roger Eaton says in the letter. "Every patched pothole comes with the Colonel's very own stamp of approval."

But Brian Steele, a spokesman for the Chicago Department of Transportation, which is charged with repairing the city's potholes, said "We don't allow any type of printing or advertising placed on a city street or sidewalk."

He said the city was looking to promote and seek support for its own pothole repair program, and said they've been "in discussion" with an advertising firm for more than months about the idea.

As for the KFC offer, Steele said the city first learned of it Wednesday. "Were looking into it [the KFC offer].....Until we learn more we don't know how it stacks up."

KFC estimated that U.S. roads are plagued with more than 350 million potholes. "That's one mini-canyon for every man, woman and child in America."

KFC has already tried out its campaign to stamp out potholes in its hometown of Louisville, Ky., earning a testimonial from Louisville's Mayor Jerry Abramson who noted that "finding funding for needed road repairs is a continuing challenge." The company will choose four other cities.

The magazine Advertising Age reports that the KFC campaign appears to be part of a growing effort by companies to build goodwill. It notes that this past holiday season, Charmin provided a public restroom in Times Square for the third year running. The company has also developed an application for iPhone and BlackBerry that helps consumers find toilets when the need arises. Samsung has installed electrical charging stations in many major airports to help travelers stay connected while in limbo.