Who do you call to fill a pothole? If you live in Louisville Kentucky, don’t call the road works department. Call KFC.

As part of a cause-marketing campaign, the fast-food giant has been filling potholes throughout its hometown. Once filled, the pavement is branded with a stencil that reads “Re-freshed by KFC.”

A smooth drive doesn’t get mouths watering for drumsticks, so why is KFC doing this?

To build customer good will.

To customers, big business has become synonymous with greed and scandal. So, corporations are looking for ways to improve their reputations and build brand equity.