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Elevate Magazine
October 8, 2024

KFC’s “KFCurrency” Stunt: A Marketing Case Study for Kiwi Business Leaders

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On October 8, 2024, KFC launched its innovative “KFCurrency” promotion across all New Zealand outlets, captivating customers with a unique twist on the dining experience.

For one day only, patrons could bring in any form of board game currency to enjoy a fun deal: purchase any item from the menu and receive one of three popular menu items for free.

For Kiwi business leaders, there are plenty of insights to be gained from this initiative. It’s a fantastic example of how creative marketing can spark immediate engagement while nurturing lasting loyalty.

Read on to find out more about this marketing campaign and see how thinking outside the box can elevate your brand.

The Campaign’s Core Concept: Simple and Fun

KFC’s latest campaign, “KFCurrency,” is shaking up the marketing playbook in an exciting way. Staying true to Colonel Sanders’ legacy of boldness and innovation, this marketing strategy is all about connecting with the everyday Kiwi but with a un twist.

In a span of six hours, the promotion ran from 10 a.m. to 4 p.m. Their clear-cut strategy worked well by sidestepping the typical frustrations of luck-driven promotions.

They designed it as a straightforward, guaranteed exchange, ensuring every customer could take advantage of the offer. Its simplicity proves that a creative idea can be both effective and uncomplicated.

Tapping into Consumer Preferences

One reason for the success of the KFCurrency promotion is that they focused on offering customers a clear, no-strings-attached deal while addressing a common frustration among consumers: promotional campaigns that promise rewards but deliver uncertainty.

For business strategists, this highlights the importance of understanding customer preferences and frustrations and delivering solutions that resonate with their desires.

According to findings from Upward Spiral Group, businesses that actively resolve customer pain points enjoy a 20% rise in customer satisfaction ratings. This improvement in the customer experience can drive higher sales and foster brand loyalty.

Many brands have relied on chance-based promotions, where only a few participants win. KFC’s campaign was different—it ensured that everyone who took part felt like a winner. This kind of customer-first approach creates positive experiences, which can help build stronger brand loyalty over time.

Creativity as a Competitive Advantage

KFC’s KFCurrency wasn’t just about having fun—it was also a clever move to set the brand apart from its competitors. While other fast-food giants, like McDonald’s, run promotions based on chance (such as their popular Monopoly game).

On the other hand, KFC took a different route by offering something more certain which gives the brand a competitive edge, positioning KFC as the more rewarding option for consumers looking for guaranteed benefits.

DeakinCo’s study shows that brands that utilise creative marketing tricks can achieve a 25% increase in brand recognition. The study underscores the importance of standing out in a competitive marketplace.

For Kiwi business leaders, there’s an important takeaway here: sometimes, the best way to stand out is by challenging industry norms.

By offering a more straightforward and consumer-friendly alternative to traditional promotions, KFC tapped into a valuable opportunity to differentiate itself in a crowded market.

A Calculated Risk with Big Payoffs

Clark Wilson, KFC New Zealand’s General Manager, shared that the goal of KFCurrency was to create a promotion that truly satisfied customers, without the unpredictability of traditional campaigns. The success of this initiative demonstrates the value of creative risk-taking in marketing.

Not every unconventional idea will succeed, but those that do often generate significant rewards, both in customer satisfaction and brand perception.

Previous promotions in the fast-food industry often relied on luck, leaving many customers feeling disappointed when they didn’t win. KFC took a risk by moving away from this model, but it paid off by ensuring that every customer left happy.

Executives looking for inspiration can learn from KFC’s boldness—sometimes, breaking away from the norm is exactly what a brand needs to do to get noticed.

Amplifying the Message: Multi-Channel Marketing

The success of KFCurrency wasn’t just due to its creativity. The brand also ensured the message reached a wide audience by rolling out a multi-channel marketing campaign. This included a mix of social media, radio, out-of-home advertising, and influencer partnerships to create buzz and anticipation which help maximise reach and engagement.

A study conducted by Aberdeen Group found that customer satisfaction is 23 times higher for brands that utilise multichannel strategies compared to those that do not. Research from Invesp further reveals that businesses with multichannel strategies retain 89% of their customers, as opposed to those with single-channel tactics.

At the same time, KFC’s use of influencers and public relations played a critical role in amplifying the campaign’s visibility. It highlights the growing importance of leveraging third-party voices to create authentic connections with consumers.

A survey from Influencer Marketing Hub in 2023 reveals that 90% of marketers see influencer marketing as effective, with 72% noting it attracts higher-quality customers.

For businesses, this serves as a reminder that strategic marketing partnerships can enhance the impact of a campaign and help extend its reach beyond traditional advertising.

What Business Leaders Can Take Away

The KFCurrency promotion offers more than just a fun stunt—it provides a strategic playbook for businesses looking to create memorable customer experiences. By offering guaranteed rewards, KFC built positive interactions with its customers, strengthened brand loyalty, and distinguished itself from competitors.

The key takeaway is the importance of thinking creatively and daring to be different. By brainstorming and launching unique promotions, innovative marketing strategies, or bold product offerings, businesses can capture attention and drive customer loyalty by stepping outside conventional boundaries.

KFC’s success shows that sometimes, a simple, well-executed idea can make all the difference in building stronger connections with customers and standing out in a crowded market.

As businesses in New Zealand continue to face competition and shifting consumer expectations, the lessons from KFCurrency offer a clear path forward. Creative risk-taking, backed by a deep understanding of what customers want, can yield significant rewards—both in the short and long term.