DeliverySafe is a new branded experience around KFC, anchored in one of the key consumption moments of the brand (meal delivery), making KFC very useful and engaged towards delivery people, and very visible to the Parisian public. The utilitarian dimension of the idea made the brand relevant in any meal delivery context: as there is no equivalent on the French market, delivery drivers of any platform started to use our DeliverySafe bags when picking up any meal from any other fast-food brand as well.