KFC - The Kentucky Club

What were we proving?​

KFC’s youth employability initiative, Hatch, is giving every young person a fair shot at a first job.

Think.​

An engaging experience that brings young people together, giving them the skills, knowledge and confidence to land their first job.

Deliver.​

A Birmingham venue was transformed into an inclusive members’ club in a multi-faceted event to launch The Kentucky Club, an evolution of KFC’s youth employability initiative, Hatch. For one day only, young people, no matter their background, were invited to attend and gain access to opportunities and experiences that they may not have been afforded otherwise. All completely free.

The day consisted of a programme of talks and workshops on the Main Stage, which was punctuated by break out time, in which young people could participate in speed mentoring, chat to partner organisations, pick up customised merchandise, posters and more.

Magnify.​

The event itself was part of a wider strategy, utilising KFC owned channels, media partnerships and earned coverage to drive exposure for The Kentucky Club. The agency collective - which also included Mindshare UK, Headland and Social Chain - worked closely to maximise content capture opportunities, encouraging a reach for The Kentucky Club, far beyond the 62 young people that were in attendance. 

A combined 45M impressions across social and media partnerships, alongside 250+ pieces of media coverage is evidence of the progress made towards the goal of growing fame for The Kentucky Club.  

Results.​

The young people walked away from the inaugural Kentucky Club event with not only an armful of goodies and a KFC feed, but also some extra inspiration and hopefully confidence for landing their first job.  

• 100% enjoyed The Kentucky Club event and would like to attend another event in future
• 74% felt that they had picked up new skills
• 81% felt more prepared to land their first job