KFC China is introducing green marketing campaigns designed to promote more sustainable lifestyles and increase consumer awareness of eco-friendly behavior, according to a press release.

"Leveraging our strong online and offline connections with consumers, we hope to increase environmental awareness among the public by encouraging and rewarding more eco-friendly choices," Joey Wat, CEO of Yum China, said in the release. "In the future, we will explore more innovative ways to motivate consumers and other stakeholders to join us on our journey to drive meaningful change and contribute to a more sustainable planet."

To promote carbon reduction actions, KFC has introduced a green rewards program that encourages and incentivizes behaviors such as mobile ordering and in-store pickup, opting out of using disposable cutlery, reducing food waste and waste sorting. KFC is calling on consumers to record their carbon reduction contributions using the Super App in return for "green points" that can be exchanged for special coupons.

Launched simultaneously at over 7,900 stores across the country, KFC's green rewards program was accessible to more than 320 million KFC members. During the three-week campaign period that ended on Dec. 20, 2021, more than 28 million KFC members across the country actively participated in the campaign and completed over 63 million Super App check-ins and carbon reduction actions, leading to a total carbon reduction of 145 tons of Carbon Dioxide Equivalent.

The company has also launched an oat drink to its breakfast menu, its first "carbon zero" product. The carbon footprint of the oat drink has been certified by a third-party institution. To offset any environmental impact of the oat drink, KFC has joined hands with the China Green Carbon Foundation to plant trees and launch the "KFC Carbon Neutral Forest" project in Baoshan city in Yunnan province.

KFC China is owned by Yum China Holdings Inc. Yum China Holdings, Inc. is a licensee of Yum! Brands in mainland China.

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