CARIBLA Report

KFC COSTA RICA SUPPORTS LOCAL TOURISM INDUSTRY AFFECTED BY THE PANDEMIC

By Zaira Guevara

Recently, KFC Costa Rica created a one-of-a-kind collection of the iconic KFC buckets alongside Costa Rican artisans to support the tourism industry heavily affected by the COVID-19 pandemic.

Under the concept “Celebrate Original,” the 45 Annexation Buckets were created by local Guaitilian artisans from the Guanacaste province using the ancestral Chorotega indigenous clay technique that has been passed along from generation to generation for more than 5,000 years.

The number of buckets corresponds to the 45 KFC Costa Rica restaurants in the country. The buckets were exhibited in the restaurants in July.

Nearly 200 years ago, Nicoya, in the province of Guanacaste, annexed to the Costa Rican territory. This is celebrated nationally every July. The annexed territory is home to the Guaitilian artisans who keep the indigenous clay tradition alive today.

Because of the pandemic, there was a decrease in tourism. The Guaitil community solely depends on tourism for their income, so their cultural legacy has been endangered. “In Costa Rica, tourism represents the [sole] income for many communities; that is why in KFC we wanted to help. Searching for the perfect way to help, we noticed a certain similarity between some art pieces of this community and the famous KFC Bucket; that’s why we decided to join forces and celebrate them,” said Carlos Álvares, KFC Costa Rica brand manager.

Thru the initiative, KFC Costa Rica contributed to bring awareness and visibility to the Guaitil art and sought greater financial support for their community.

The project was developed by the agency Havas Costa Rica, and the buckets were auctioned at a three-day Facebook Live event. The funds raised at the auction were destined to support the Guaitil Community. n

CREDITS

Brand: KFC KFC Marketing Manager: Carlos Álvarez Agency: Havas Costa Rica CEO: Diego Garcia CCO: Josafat Padilla Head Of Art: Roberto Morales Creative Directors: Javier Abarca, Yeudy Guido Copywriters: Diego Castro Art Director: Yeudy Guido Designer / Video Editor: Alex Salazar Account Director: Jacqueline Castillo Account Executive: Melissa Gonzales Production Director: Walter Benavides Music: Guillermo Matamoros Other credits: Melissa Rojas, Carolina Rojas, Miguel Campos, Sofía Fuentes