Bronze
Non-Traditional
Retail
| Entrant: | Havas Paris, Puteaux |
| Brand: | KFC France |
| Title: | "Delivery Safe" |
| Corporate Name of Client: | KFC France |
| Client Company: | KFC France, Paris |
| Global Chief Marketing Officer: | Isabelle Herman |
| Chief Marketing Officer: | Pierre Cailleau |
| Client Head of Brand Marketing: | Guillaume Saez |
| Agency: | Havas Paris, Puteaux |
| Agency President: | Séverine Autret |
| Chief Creative Officer: | Stéphane Gaubert |
| Creative Directors: | Ludovic Miège/Jordan Molina |
| Creative Directors - Art: | Adrien Raderscheidt/Didier Richarth/Jean-Yves Del Volgo |
| Agency Head of Production: | Carine Petit |
| Agency Managing Partners: | Patrick Le Cerf/Sophie Schiari |
| Agency Planning Director: | Romain Roux |
Description:
Our objective was to find another way to stand out from competition, beyond the usual brand/product/promotional communication, taking a stand on a matter than was never addressed by another fast-food brand in France.
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 just clients and prospects.
Our creative idea stands out by its simplicity and its utility: it is a bag.
In order to improve delivery drivers’ safety while working, we designed and developed a specialized isothermal backpack.
The bag is equipped with three luminous stripes, which design is inspired by the shape of the iconic white and red bucket featuring the KFC logo.
It is connected to delivery people’s bikes thanks to Bluetooth technology, making them able to flag their next turn or stop to the people and vehicles around them, in a very visible way, especially at night when they are most vulnerable.
The primary aim is to enhance their visibility and thereby reduce the occurrence of accidents.
We handed the bags out for free to 350 delivery drivers, who were first to present themselves to a KFC restaurant inside Paris early 2024 to pick up an order.