Open Menu

Building safety culture in QSR

Making safety fun while turning 35,000 team members into advocates.

Back to our work

How do you get teenagers to take safety seriously?

At KFC, safety culture means looking out for your team, speaking up when you see something wrong and – most surprisingly – having fun. We embedded these behaviours in our young audience by creating a safety persona everyone could get behind and laugh with: a guardian (safety) angel, complete with chicken wings and an offbeat personality.

Rolled out in an integrated internal campaign, our safety angel role modelled behaviours in a spoof music video at launch, plus as a series of targeted instructional videos. Across internal social media, print and in-restaurant media, our message clearly struck a chord: we saw a 28% increase in safety incident reporting and a 21% increase in near-miss reporting.

What we enabled

Related services