KFC New Zealand and Special PR have transformed an Auckland Transport train into a fully operational KFC Gravy Train – to encourage more people to catch public transport to Super Rugby events.
The Gravy Train will roll out of Britomart Station for Super Rugby game day at Eden Park on Friday, April 5. The train, obviously KFC’s first-ever themed train delivery service, launches in celebration of their partnership with the Blues. It offers a free-on-board experience open to anyone with a ticket to the Blues vs Force game travelling to Eden Park ahead of the match.
The unique partnership goes beyond delivering finger-lickin’ good chicken but emerges as a show of support towards Auckland Transport (AT), which hopes people attending big events will consider their transport options when travelling to and from major events, where free public transport is often included with the event ticket.
Special PR led creative, design, experiential, content development, media relations and influencer engagement. The agency was supported by media planning and buying from PHD, and integrated experience support from MediaWorks who led the coordination and implementation across the Auckland Transport network.
Fans lucky enough to ride The Gravy Train from Britomart station to Eden Park will be greeted by Carlos Spencer as the inaugural Train Conclucktor who’s no stranger to driving buzz and excitement among Rugby fans, along with a group of dedicated KFC ambassadors who will be roaming the carriages and serving up limited edition KFC snack boxes.
KFC marketing director, Leanne Too, commented, “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.”
Kelly Grindle, managing director at Special PR, added, “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.”
Amanda Palenski, creative integration lead at PHD, noted, “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”
MediaWorks Outdoor CEO, Mike Watkins, commented, “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.”
The Gravy Train experience is open to anyone in New Zealand with a Blues ticket travelling to Eden Park on match day. Fans can present their game day ticket at the gate to be ushered through to the correct platform to jump on board and enjoy the ride. The specific departure timings remain in the Colonel’s Vault – along with the 11-secret herbs and spices recipe.
While there might only be one super delivery to Eden Park, KFC is committed to offering the rest of New Zealand a super delivery on game day – no matter where you are watching the game. KFC is also offering its delivery service with no delivery fees from Friday 5 April to Sunday 7 April for all delivery orders placed through the KFC website or app.
Credits:
Client: KFC
GM, Marketing: Clark Wilson
Marketing Director: Leanne Too
Senior Brand Manager: Holly Knowles
Digital Marketing Director: Georgina Frances
Social Media & Content Specialist: Chelsea Ho
Agency: Special PR
Managing Director: Kelly Grindle
Senior PR Director: Natasha D’Souza
Creative Lead: Duncan Killick
PR Directors: Georgie Zonneveld, Rebecca Lawson
PR Manager: Jess Walker
PR Executive: Natalie Sheers
Agency: Special New Zealand
Executive Creative Director: Stu Mallarkey
Executive Design Director: Heath Lowe
Design Director: Clem Devine
Studio Manager: Gavin LeClaire
Production Designer: Chad Kukahiko
Media Agency: PHD
Associate Business Director: Ella MacDonald
Creative Integration Lead: Amanda Palenski
Senior Account Manager: Nadia Murrell
Media Executive: Summer Jane
Media Agency: MediaWorks
GM Client Solutions: Luke Farmer
Contract Manager, Strategic Partnerships: Catherine Roxborough
Senior Account Director: Cara Allan-Northey
Senior Account Manager: Baylee Shepherd