This amount is part of the annual total of R23-million donated by KFC customers. KFC franchisee’s also contribute to Add Hope, with the 2013 contribution totaling R23-million which will be added to the customer donations, reaching a cumulative total of R46-million for 2013. With R210-million raised over the past five years, it is clear that there is an ongoing level of support from South Africans for the Add Hope campaign.

Through the Add Hope initiative, KFC seeks to use the powerful role of its brand in South Africa to make a real and meaningful difference to hunger relief in South Africa. KFC uses its store network of over 700 stores to raise funds every day of the year to help feed hungry children. “Each year we ask for the support of our customers to help us raise even more funds during World Hunger Month so that we can bring more beneficiaries on board and reach as many children around South Africa as possible. It humbles us to see the response we have received, exceeding even our own expectations, and now we can feed more than the 40 000 children we already feed every month,” said KFC South Africa's Sponsorship and CSI manager, Lauren Turnbull.

The 2013 KFC Add Hope campaign, which began on Tuesday, 1 October and ended on Saturday, 9 November, saw the KFC brand give up its iconic Colonel logo at 104 of its stores and replaced it with the smiling faces of children who represent those who benefit from Add Hope funding throughout the year.

Turnbull emphasised, “We can all play a part in the solution to childhood hunger by adding R2 and knowing it will provide a meal to a child.” According to the United Nations Food and Agriculture Organisation, 870 million people in the world do not have enough to eat, 98% of which live in developing countries. In South Africa, she says that one in seven children goes to sleep hungry every night, which amounts to 3.3 million children who go hungry every day in South Africa.

General manager for Yum Africa, Doug Smart, added, “Through Add Hope we have realised the power of an individual R2 coin and the difference it can make to a child’s life. For 365 days of the year Add Hope sits on the KFC menu in-store and our Trust ensures the money is spent credibly with the 90 beneficiaries we support across the country.”

Smart explained, “World Hunger Month is a time when Add Hope is very prevalent in stores. Our goal is to raise broader awareness of Add Hope at this time so we can show customers where theirmoney goes so that people can continue to donate and make a difference.”

“South African support for Add Hope has been phenomenal this year,” added Smart. “We want to say a big thank you to everyone who has donated and shared hope. We are encouraged by the way in which people are taking back the power in the fight against child hunger and look forward to feeding thousands more children through the partners we work with to spread hope.”