KFC Australia needed a new messaging platform to achieve ambitious business and brand objectives around safety. Success meant connecting with KFC’s core demographic of 14-19 year olds - who found being told what to do boring, and didn’t understand the consequences of being unsafe until they had witnessed an accident.

Look out and speak up

A fun safety brand with tongue-in-cheek humour that addressed key safety concerns through a memorable, and creative approach: 

KFC Guardian Angels that had your back – and even came complete with Original Recipe™ KFC wings, and their own soundtrack.

Bringing the brand to life

We split our activity across three key areas; Training, Information and Advocacy, with key channels and messages within each.