KFC safety campaign
Strategy | Copy

When your target audience is 14-17 years old and your message is pretty boring (no one likes safety comms), you have your work cut out for you. That was the challenge we faced when KFC came to us for help branding and embedding a safety culture with 35,000 team members across Australia.

Our approach to the campaign involved developing a clear, on-brand tagline and personifying safety as an offbeat guardian angel who everyone could laugh with. Complete with chicken wings, great dance moves and a sequinned jacket, our safety angel took internal social media by storm in his own music video, plus a series of targeted instructional videos. The stats show that print, digital and in-restaurant media clearly did the job. But what most delighted me was the adoption of the character as a meme on KFC’s Yammer network. That’s how you know you’ve made it.

Drop me a line if you want to talk about the full video series — it gets finger lickin’ weird.