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Staff Photo by John Rawlston KFC advertising is stenciled onto a section of Ivy Street where city crews fixed potholes on Wednesday.
Why did the chicken cross the road?
Maybe just to get its name out there.
In a first, Chattanooga accepted a donation of $3,000 this week from KFC Corp. to help fix potholes throughout the city, said Richard Beeland, spokesman for Mayor Ron Littlefield. Mr. Beeland said the money might fix up to 500 potholes across town.
“It’s just a way to fix some things that needed to be done,” Mr. Beeland said. “And we’re not paying for it.”
While KFC is donating the money, there are strings attached. As workers fill in potholes with asphalt paid for by KFC, they spray paint white logos on the road saying “Re-Freshed by KFC.”
Not all potholes receive the KFC logo, Mr. Beeland said, but the city will do a few as a show of appreciation. And not all of them are strategically placed near KFC restaurants, he said.
“There are some close by, and that’s fortunate for them,” he said.
On Wednesday, crews were filling in five potholes in the Orchard Knob and Churchville neighborhoods.
KFC Corp. representatives could not be reached for comment Wednesday, but the company stated in a news release that the current tough economic times helped officials devise of ways to help cities across America.
Other cities receiving funding include Warren, Ohio, Louisville, Ky., and Topeka, Kan., officials said.
“This program is a perfect example of that rare and optimal occurrence when a company can creatively market itself and help local governments,” said Javier Benito, executive vice president of marketing and food innovation for KFC.
Dr. Richard Casavant, dean of the University of Tennessee at Chattanooga College of Business, said he didn’t know of other corporations doing anything like this across the United States.
However, Dr. Casavant, also a Hamilton County commissioner, said he was unsure about placing corporate advertising on public streets.
“I have mixed emotions about it,” he said. “But it is for the good of the community.”
Robin Derryberry, owner of Derryberry Public Relations, said it is a “very cool” marketing campaign that comes at little cost to the company. The $3,000 is generating media exposure and costs less than traditional media such as TV, radio and newspapers, she said.
“This is exactly what companies are doing,” she said. “Anything to create a buzz.”
Tony Boyd, assistant director of operations for the city’s Public Works Department, said the grant comes at a good time because the end of the fiscal year is coming up on June 30.
“Typically, this is the time of year our budget runs downhill,” he said.
Between May 2008 and April 2009, the city fixed about 1,000 potholes, Mr. Boyd said. The KFC money will help fix additional potholes besides what already is budgeted, he said.
Cliff has worked for the Times Free Press for five years and covers Chattanooga city government. He previously covered Rhea County, as well as transportation and growth and development in Southeast Tennessee. A native of Maryville, Tenn., Cliff graduated in 2003 from the University of Tennessee with a bachelor’s degree in communications with an emphasis on journalism. Before coming to Chattanooga, he was a crime reporter with Hernando Today, a supplement of The Tampa (Fla.) ...
Great idea! Hopefully the deal includes one-time painting only so we aren't stuck with these things forever.
Awesome!
yeah some KFC sounds good right now!
This is absolutely disgusting. It's great to see KFC donate money, but not at the expense of integrity. But then again, integrity no longer exists. City of Chattanooga = corporate sellouts. One step closer to 1984.
This is just really strange. I think I would have said "thanks, but no thanks", to the $3000 donation. This city is trying to claim it's working towards being more "green". Being "green" to me is also about healthy living which includes eating habits; KFC does not come to mind when I think of healthy eating. Don't get me wrong, maybe once in blue moon it's okay to indulge in some KFC, but for it to be painted on asphalt? What is it saying about our city, our neighborhoods. Strange.
If a corporation wants to pay cash to fix potholes in return for a relatively minor amount of advertising, so be it. A harmless gesture that will actually be atleast slightly beneficial to the community as a whole isn't such a bad thing.
Regardless, the fact that they're doing such a thing isn't generating as much advertising as the people complaining about it.
1984? Really? Please read the book before making such comments.
Hey, Chattanooga! KFC is excited to be helping the city out through our "Re-Freshing the Roads" program. One important correction to the information above. The story says the logo is "spray painted" on the street. That is not correct.
We actually provided temporary spray chalk (like what you'd use to put lines on a sports field). It lasts just a couple of days. Depending on your weather, it may be gone already.
Just didn't want you to think the Colonel was spray-painting the roads of Chattanooga!
Thanks, Rick Maynard KFC Public Relations.
What's next? When a stop sign needs to be replaced, it'll be replaced by a sign that says, "STOP, Brought to you by Pepsi". "No Right Turn, a little reminder from your friends at Exxon". "The Hamilton County Courthouse, Sponsored by Tampax". You give a corporation an inch, they'll take a light year. Hey Littlefield, can I pay for a pothole to be replaced and have the asphalt read, "There is no god. Join American Atheists"? This opens up a giant can of worms. Thanks, but no thanks would've been the correct response from the city.
Mr Maynard --
We, the taxpayers here in Chattanooga, are happy to have our potholes fixed. Contrary to what some here say [the never-satisfied], we certainly appreciate KFCs community spirit.
Thanks to all there at KFC. [I always did like the Colonel's chicken best -- original, of course.]
I couldn't say it any better Rolando. I could understand outrage if it was permanent metal advertisements but chalk? come on guys take a chill pill and thanks Mr Maynard!
Would you take a "chill pill" if Planned Parenthood were the sponsor? Didn't think so.
I understand that PETA is against the project because KFC allegedly mistreats chickens. Really? Maybe the pot holes will be filled with a special recipe asphalt.
Or maybe we can fill them with PETA terrorists.
Better a Planned Parenthood that blows away at the first gust than holes in the road...presuming our posters are old enough to drive, of course.
It's a clever idea, and it's non-permanent (it's just chalk, people!) and helps the city. Bravo, KFC. I may just venture out right now and indulge in some of your goodness.
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