According to WHO and ILO, almost one in three deaths for skin cancer Not melanomatous worldwide are due to the long working days under the sun. A situation suffered by delivery distributors, and that KFC Costa Rica He wanted to stop in an original way.
In an action devised by Havas Media Costa Rica, the fried chicken chain has launched an envelope of sun cream inspired by their sauces. The brand allows customers to add free one of these envelopes to their delivery orders with Uber Eats, so that the distributors receive them directly when picking them up. “It is a way to return the care they deserve”, Explains Carlos Álvarez, Marketing Manager at KFC Costa Rica.
All this is part of a project pilot launched on March 13 at the KFC Plaza del Sol restaurant in the Costa Rican capital. It is this same execution that has served to record the presentation video. The brand’s plans, however, would go through the action to All its points of sale In the country, without still estimated application dates.
“We care about the well -being of all the people who are part of our value chain, and the distributors are a fundamental link “Álvarez adds in relation to the goal of the brand with the initiative. “We know that skin cancer is a growing concern, and we want to contribute to the protection of those who need it most.”
This action, which transcends the commitment to the environment, is part of the brand strategy in terms of Sustainability and Corporate Social Responsibility. In 2019 the restaurant chain already eliminated the plastic straws, and last year they did something similar introducing coverage and compostable bags.
KFC Costa Rica also has the program “Piece by piece”from which they take volunteer actions, social initiatives with the communities in which it operates, and donations to different non -governmental organizations.
Other brands that care about the deliverymen
They are usually the protagonists of many contents in social networks when a rainy or snow temporary passes. The distributors, who had always been the most forgotten link From the entire production chain in restoration, they are now beginning to star in campaigns of some recognized brands.
McDonald’sfor example, launched last month the “Alas” campaignin which he turned his own logo into that same concept to equip it to the distributors under situations of extreme climate. Designed by the Creative Agency TBWA/Spain, the campaign has photographs of the renowned Ale Burset in combination with the great yellow “m”, to turn the Riders into heroes.
With phrases like “Nevada superheroes, thanks“, either “Midnight superheroes, thanks”, The brand tries to communicate to consumers The important role that these workers have within their business. The campaign counted OMD media planning, for diffusion both in exterior and digital advertising and weather -centered applications.
