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Joe Waters on Campaign Execution: KFC vs. White Castle

November 16, 2015
By Jarrod Whaley

In this classic (but evergreen) post from his Cause Marketing blog Selfish Giving, Joe Waters makes some great points about what makes for a great cause marketing campaign. He compares a disastrous campaign by KFC with a much more effective one led by White Castle, and points out why the latter succeeds where the former fails. His ultimate point is quite simple:

Fast food restaurants can and should be involved with causes. It's all about fit and execution.

In other words, a good campaign requires a logical fit between the product and the cause, and ought to be scaled appropriately for the circumstances at hand. Very good advice.