KFC
Keeping safety
in season at KFC
Strategy • Creative Communications • Brand
The challenge
To re-energise the way KFC’s people understood and engaged with safety in the workplace and avoid accidents in the future.
The brief
How do you get a core demographic of 14-19 year olds to start thinking – and acting – in a safer way? Certainly not by telling them what to do. But with most of KFC’s younger employees not understanding just how serious safety was at work, it was clear that the story needed a shake-up. We were tasked with creating that messaging platform.
The insight
Most young employees didn’t understand the consequences of being unsafe until after they’d witnessed an accident.
The solution
Enter the KFC Guardian Angels. Brought to life alongside a fun safety brand, they came with their own soundtrack, their own Original Recipe wings, and their own unique take on workplace safety. By leaning into a more playful, outside-the-bucket approach, we could really get KFC’s people sitting up and taking notice of safety
Look out & Speak up
This was the hook the safety brand campaign was built around. An expression the KFC Guardian Angels could embody - and a message that had stretch.
We split our activity across Training, Information and Advocacy - each of which had their own key messages and channels.
Meaning that matters
Viewed over 20,000 times on Yammer, KFC Guardian Angels drove results where it mattered most; safety. In the 12 months following the new safety brands introduction to KFC’s there was a 21% increase in near miss reporting, and an overall 28% increase in safety reporting.
+21%
increase in near-miss reporting
+28%
increase in safety incident reporting