For one day only, Kiwis could exchange board game cash for actual chicken at KFC, thanks to a PR stunt executed by Special PR.
Customers could redeem the offer by purchasing any item and using fake cash from games like Monopoly to receive a free menu item, with the campaign amplified across multiple media channels.
Leanne Too, KFC’s marketing director, explained to LBB’s Tom Loudon that the media strategy for ‘KFCurrency’ centred on contextual out-of-home advertising, supported by partnerships with media outlets like 91ZM, along with a robust social and digital plan to highlight the immediacy of the promotion.
The campaign aimed to boost brand relevance and position KFC as a value destination, with this PR stunt marking the start of a seven-week “Supercharged Savings” programme.
LBB> What was the rationale behind your media buying strategy for this campaign? Which channels did you prioritise and why?
Leanne> PHD helped develop our media strategy, led by contextual OOH, where we placed billboards at key sites. This was supported by our existing inventory of media partners like 91ZM and, of course, a robust social and digital plan to highlight the immediacy of the promotion.
LBB> What specific results are you hoping to achieve with this campaign? How will you measure its success?
Leanne> The objective was two-fold. One of our overarching objectives is to drive relevance and brand buzz, helping to shift perceptions of ‘modernity’ for KFC. The second objective is to highlight KFC as a value destination – this PR stunt was the first cab off the rank, and we’re about to roll into a seven-week programme of Supercharged Savings deals. So, watch this space…
LBB> Did you notice any specific trends in customer traffic during the campaign? How does this compare to typical Tuesday sales?
Leanne> We did see a spike in customer transactions across the day. Tuesday lunchtime is one of our quieter trading periods, so it’s fantastic that this idea has helped drive more footfall into stores.
LBB> Is this promotion a one-time event, or do you envision it as part of a more extensive, ongoing campaign? What could that look like?
Leanne> No, this is a one-off. It’s a cheeky laugh with a bit of creative disruption, but we would not run this as an ongoing platform. KFC is a genuinely creative brand, and we have tons of ideas for generating fame and social buzz.
LBB> What kind of customer feedback have you received about the campaign? Are you tracking social media engagement?
Leanne> The online chatter has been pretty incredible – we are still waiting on the final social figures to come through,, but we saw a massive spike in sentiment, engagement and reach. It feels like one of those promotions people saw and immediately liked – part of that was the playfulness of the idea, and part of it was the generosity of a nationwide lunch shout.
LBB> What challenges did you encounter during the planning and execution of this promotion? What lessons have you learned that might influence future campaigns?
Leanne> Good things take time. This idea has been within our village for a while – the key challenge was when and how we could implement it against our more comprehensive plan, proving that in marketing, ‘patience is a virtue’.
LBB> How did you select the influencers involved in promoting this campaign? What role did they play in driving awareness?
Leanne> We picked two influencers with strong food and humour credentials. The immediacy of the influencer marketing channel is why it was so important – see it, like it, buy it. They had a clear call to action and managed to drive more than a million impressions (in a nation of 5 million people).
LBB> Why did you choose board game currency as the focal point for this campaign? What inspired this creative direction?
Leanne> It’s just a really clear PR headline! We had some great campaign framing with ‘KFCurrency’, some excellent puns around legal tender, and a simple call to action – exchange board game currency for real chicken. And, of course, there’s no monopoly on good consumer promotions in New Zealand…
