April saw sponsor KFC team up with Auckland Transport (AT) to launch a branded ‘The Gravy Train’ to take Kiwi Blues fans from Britomart Station to Eden Park for Super Rugby games.
The Gravy Train is the fast food giant’s first themed train delivery service and it activates the quick service chain’s partnership with Auckland’s Blues. The utility activation offers a free, on-board fan experience for fans with tickets and begins with the 5 April game between the Blues and the Western Force (a Perth based Australian Super Rugby side) at Eden Park.
The partnership both champions the brand and its partnership with the (formerly Auckland) Blues (one of four new Zealand Super Rugby sides) and also seeks to promote Auckland Transport (AT) as the primary transport option for sports fans attending big events at the legendary Eden Park stadium.
Indeed, in New Zealand, free public transport is often included with an event ticket.
The branded train was promoted through a PR push and social content across the brand sponsor, transport partner and team channels, as well as via OOH and transport/station takeovers and, of course, the branded train wrap itself.
Fans who ride The Gravy Train will be greeted by legendary All Blacks and Blues fly half Carlos Spencer who plays the role as the inaugural ‘Train Conclucktor’ alongside a team of KFC ambassadors who will roam the carriages serving up limited edition KFC snack boxes.
The fast food outfit is also offering the whole of New Zealand ‘a super delivery on game day’ in the form of scratching its usual delivery service fee from Friday 5 April to Sunday 7 April for all delivery orders placed through the KFC website or app. Plus customers can save up to $7.99 using the code ‘SUPER’.
The campaign was created by Special PR which spearheaded creative, design, experiential, content development, media relations and influencer engagement.
Media planning and buying was by PHD, while integrated experience support was from MediaWorks who led the coordination and implementation across the AT network.
“This is an incredible opportunity to show our support for Super Rugby, while simultaneously championing our ‘Super Delivery’ campaign from Stanley Street that highlights the effort KFC goes to with our home delivery service. Whether that’s a ‘Super Delivery’ of rugby fans to the gates of Eden Park, or family dinner to your neighbourhood on Friday night, KFC delivers.”
KFC Marketing Director Leanne Too
“The KFC Gravy Train is designed to encourage more Kiwis to make the most of game day at Eden Park, and we are very excited to be launching it thanks to AT and the Blues. KFC has been bringing Kiwis together through its iconic taste for over 50 years, but this is the next level; together in a world first, we’re combining two of Kiwis’ favourite passions, Rugby and Fried Chicken”.
KFC General Marketing Manager Clark Wilson
“We’re keen to see more Kiwi’s make the most of live Super Rugby games at Eden Park – it’s a great day out, competitively priced and with free public transport thanks to a tie-up with Auckland Transport. Now, with some complimentary KFC thrown into the mix, the offer has got even better.”
Blues CEO Andrew Hore
“I’m thrilled to bring this experience to life and give KFC and Blues fans alike the opportunity to ride The KFC Gravy Train, indulging in two of their favourite things. It’s an experience you don’t want to miss.”
KFC Ambassador & ‘Train Conclucktor’ Carlos Spencer
“We created Special PR with a desire to create truly famous work that blurs the boundaries of marketing disciplines – whether that’s a fine dining experience with Hercules Noble, a jewellery collaboration with Nick Von K, or a fully operational ‘Gravy Train’ for Super Rugby. We hope this initiative will see more Aucklanders leave the car behind to catch public transport and support the Blues this weekend.”
Special PR Managing Director Kelly Grindle
“Media magic is an integral part of what we do here at PHD, so we are excited to be involved in an activation that will no doubt drive a lot of talkability and buzz, supported by the long term impact that large format OOH delivers.”
PHD Creative Integration Lead Amanda Palenski
“Our inventory reaches millions of New Zealanders every single week, and this has been an exceptionally creative use of our assets. It’s a brilliant case study that demonstrates the power of outdoor media advertising by blending it with live experience. We’d like to thank all of our partners at Auckland Transport and Auckland One Rail, for working together to make this idea a reality.”
MediaWorks Outdoor CEO Mike Watkins
The activation was commissioned by a KFC team which included GM/Marketing Clark Wilson, Marketing Director Leanne Too, Senior Brand Manager Holly Knowles, Digital Marketing Director Georgina Frances and Social Media & Content Specialist Chelsea Ho.
It was created by an integrated team at Special PR led by Managing Director Kelly Grindle, Senior PR Director Natasha D’Souza, Creative Lead Duncan Killick, PR Directors Georgie Zonneveld and Rebecca Lawson, plus PR Manager Jess Walker and PR Executive Natalie Sheers, with Special New Zealand Executive Creative Director Stu Mallarkey, Executive Design Director Heath Lowe, Design Director Clem Devine, Studio Manager Gavin LeClaire and Production Designer Chad Kukahiko.
The team working on the project at media agency PHD included Associate Business Director Ella MacDonald, Creative Integration Lead Amanda Palenski, Senior Account Manager Nadia Murrell and Media Executive Summer Jane.
The group at MediaWorks was led by GM Client Solutions Luke Farmer, Contract Manager Of Strategic Partnerships Catherine Roxborough, Senior Account Director Cara Allan-Northey and Senior Account Manager Baylee Shepherd.
Sport is a major strand of KFC’s marketing mix in New Zealand and Australia and the company has sponsored New Zealand Super Rugby teams since back in 2014.
The brand has supported cricket, as well as both rugby union and rugby league in ANZ and stand out campaigns have included its ‘NRL Viewer Verdict’ initiative in 2018, as well as 2022’s BBL ‘ALIVE’ activation and 2023’s ‘Fried Night Footy’.