DeliverySafe is a new branded OOH for KFC, enabling the brand to be present throughout the meal delivery consumer journey, an occasion that represents 30% of KFC business in France. It ensures brand visibility and awareness among delivery people, clients, prospects and the overall Parisian local community during use.

As there is no equivalent on the French market to ensure drivers’ safety, delivery drivers from any platform started to use their DeliverySafe bag when picking up any meal, including those from other fast-food brands, thus exposing non-KFC clients to the brand as well.

30% of KFC's business in France comes from delivery platforms.

In Paris, 60% of delivery drivers ride in bicycle, and 26% of them declare they have already suffered an accident while working (Hal science report, Gustave Eiffel University, December 2022). Despite the fact some of those accidents have tragically resulted in fatalities, the delivery companies (such as Deliveroo or Uber Eats) do not make any investment to ensure safer working conditions for the delivery people.

This situation became even more critical over the past 3 years in Paris, with the tremendous increase of public works due to preparation of the city for the Olympics, resulting in hectic traffic conditions inside the city.

KFC is a challenger brand in France, way below McDonalds or Burger King in terms of number of restaurants, visibility and thus top of mind.

With DeliverySafe we ambitioned to create a different visibility on the brand, and a different conversation on fast food, take a stand in favor of a population that lacks consideration, and create a special connection between KFC and a large urban public, making the brand visible and engaged on a more fundamental matter.

With 327 restaurants (versus more than 1500 for McDonalds), and a media investment way below its competitors (4 times less important than McDonalds), KFC suffers from a lack of visibility in France.

Our objective was to find another way to stand out from competition, beyond the usual brand/product/promotional communication. We will never win the battle of the top of mind in traditional media, so we decided to invent our own.

Ideally, we were looking for a branded idea that would be useful enough so that people would use it, should they consume KFC… or not.

We wanted to create a different conversation around KFC, engage more strongly with our core target (20-50 year old urban people) and make KFC visible to the general public, beyond our clients.

PR coverage (articles in Konbini, Huffington Post, Society, Fubiz, Brut, Journal du Geek…)

Estimated improved riders’ visibility at night: +75%

9M impressions (organic and earned only).

Security feeling increased by 20% among drivers (qualitative interview after bags where handed out)

+3% brand love (bi-annual brand tracker).

No other fast-food brand in France has ever launched such an initiative: branding and distributing a useful device so that it would be used by the delivery people, thus making the brand visible in any circumstance, whatever the meal being delivered.