AUNZ Work of the Week: Special Group Auckland and KFC

Special Group Auckland and KFC were brave enough to poke fun at their top competitor, McDonald’s, in the latest promotion, ‘KFCurrency’. The cheeky approach allowed the New Zealand public to use board game money to buy chicken for one day only. 

The OOH nods to the McDonald’s promotion in a very clever and understated way, careful not to directly call-out the competition. KFC marketing director, Leanne Too, told LBB that there was a “massive spike in sentiment, engagement and reach,” thanks to the PR stunt. “There’s no monopoly on good consumer promotions,” she said.

While this isn’t a long-term campaign for KFC, it plays on the brand's lovable and cheeky nature and directly appeals to a Kiwi sense of humour. Strategically, it's a smart move for the brand and positions it as a fun-loving, playful, and bold choice in a highly saturated market. 

It’s often hard to stand out in the QSR category, however, KFC’s audacity to play with a competitor’s well-known promo while also rewarding their customers is brilliant.