While New Zealanders are quick to support the All Blacks and Warriors, there is generally a lower show of support for Super Rugby.

With 2024 marking a decade of KFC’s sponsorship of the Auckland Blues, we needed to execute a fame-generating campaign that:

• Raised awareness of the ongoing partnership;

• Drive engagement with KFC

Finding a way to connect with a fanbase loyal to an alternative sport and convert them to Super Rugby was far from easy, but leaning on KFC’s cult-like following was the key.

Beyond out-of-home mediums, we wanted to bring the experience to life in an authentic way with an added element of theatrical flair and unmistakable KFC brand cues. This was done through curated theming and costume design.

At Britomart station, we used the timetable board that showcases train arrival and departure times to communicate that the Gravy Train would depart Britomart for Eden Park on Platform Two. This was complimented by the use of the station’s PA/tannoy to announce the train’s arrival, providing information to those with a ticket to the Blues on how to board the KFC Gravy Train.

Once onboard, passengers were greeted by Super Rugby Blues legend Carlos Spencer as the Gravy Train conductor, dressed in a traditional conductor outfit that incorporated the touch-points synonymous with KFC’s Colonel Sanders. The ‘wingers’ (ambassadors) who were handing out the KFC to passengers were also dressed in brand uniform.

The campaign is still ongoing at the time of entry, with additional services expected to run over the Super Rugby season (February to June 2024). As a result, we anticipate further impact reach and salience, but we’ve included initial reach numbers.

To date, the campaign achieved a total of 398 pieces of media coverage, with a monthly impression of over 3.3B - this spans local and global media in key titles such as:

-New Zealand Herald (1m)

-The Rock (1.8m+)

-Sky Sport (200k+)

-Boston Herald (49K+)

-Yahoo! Finance (93M+)

-Curly Tales (India) (11.2M)

The execution lent itself to strong social engagement among those on the train, generating a total of 172 pieces of social coverage– 15% above the initial target (goal was 150). This manifested in Instagram Stories, Instagram Reels, Instagram statics, and TikTok videos and resulted in an approximate reach of 3.5M - that’s 68% of the NZ population.