Special Group Auckland has launched a bold and clever PR campaign for KFC, titled ‘KFCurrency’. This promotion humorously targets their main competitor, McDonald’s, by allowing New Zealanders to use board game money to purchase chicken for one day only.
The outdoor advertising subtly references McDonald’s without directly naming the rival brand. KFC’s marketing director, Leanne Too, shared with LBB that the stunt resulted in a “massive spike in sentiment, engagement, and reach.” She emphasized that “there’s no monopoly on good consumer promotions.”
Although this campaign is not intended to be long-term, it captures KFC’s playful and cheeky personality while resonating with New Zealand’s sense of humor. This strategy effectively positions KFC as a fun and daring option in a crowded market.
In the competitive quick-service restaurant sector, KFC’s willingness to engage with a well-known promotion from a competitor while rewarding customers is a clever approach.
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