Yum! Brands Inclusivity Campaign
Background
My group and I were tasked with getting consumers to think of Yum! Brands as more than just pizza, chicken, tacos and burgers. Outside of the paren't company’s successful fast food chains, Yum! Brands wants people to know that it cares about the food they serve, the people they serve, the people they employ and the planet we live on.
Approach
In our group’s research, we found that Yum! Brands is a company that both talks the talk and walks the walk when it comes to core values. It has its own diversity and inclusion council “Leading Inclusion for Today and Tomorrow”, invested $100 million in diversity and inclusion efforts and supports organizations like The Hispanic Promise, the Paradigm for Parity Coalition and more. Yum! Brands has made it clear that they believe everyone deserves a seat at the table, and we thought that highlighting these efforts would be a perfect, timely fit with the rising importance of aligning with a brand’s core values from consumers (particularly Gen Z & Millennials). Our objective with this campaign was to convince Young Progressives that they can trust Yum! Brands through their active efforts to be inclusive.
Execution
In order to prove to Young Progressives that Yum! Brands lives out their values of Diversity, Equity, and Inclusion, we have created the “Seat at Our Table” campaign. We want to show Young Progressives that there is a seat for everyone at our table at Yum!, no matter what kind of “people group” you may fall under. Our tagline carried throughout the campaign reads, “Everyone deserves a place at our table.” We believe this sentence holds the power to promote Diversity, Equity, and Inclusion and sparks interest for readers to want to know more about the campaign alongside our deliverables (in order of appearance): two print ads, four OOH murals, a microsite and two snapchat filters. The language and visuals used in each execution promote a feeling of inclusion and community, just as Yum! Brands strives to do every day. All of the illustrations would ideally be created by local artists but I illustrated exampled of what they could look like in Adobe Illustrator. The murals and snapchat filters are tied together through the “Seat at the Table” challenge, an opportunity for Young Progressives to directly interact with Yum! Brands. The challenge encourages the target audience to find and scan the QR code from one of every four murals placed at Yum! restaurants around different cities in the US for a chance to win free meal vouchers for them and a guest to spend at Yum! brands or have Yum! donate to a DEI organization of their choice. Overall, I think the creative strategy that went into this campaign was extremely successful in accomplishing our goal. We even won a Silver Addy for our “Pull up a seat” print ad at he district level of the American Advertising Federation’s ADDY Awards.
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