The KFC ‘Gravy Train’ Rolls Down the Tracks for New Zealand’s Super Rugby

Former All Blacks and Blues player, Carlos Spencer, will be the Train Conclucktor.

KFC has partnered with Special PR New Zealand for the launch of The Gravy Train – a themed train delivery service in celebration of its partnership with the Blues – offers a free-on-board experience open to anyone with a ticket to the Blues vs Force game traveling to Eden Park ahead of the match on Friday, 5th April.

According to the campaign, the partnership goes beyond just 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 for the campaign. 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 who 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 amongst Rugby fans; along with a group of dedicated KFC ambassadors who will be roaming the carriages and serving up limited edition KFC snack boxes.

Leanne Too, marketing director, KFC said: “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.”

KFC’s Clark Wilson says, “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.”


Credits

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

Special PR
Managing Director:  Kelly Grindle
Senior PR Director:  Natasha D’Souza
Creative Lead:  Duncan Killick
PR Director:  Georgie Zonneveld
PR Director:  Rebecca Lawson
PR Manager:  Jess Walker
PR Executive:  Natalie Sheers

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

PHD:
Associate Business Director – Ella MacDonald
Creative Integration Lead – Amanda Palenski
Senior Account Manager – Nadia Murrell
Media Executive – Summer Jane

MediaWorks:
GM Client Solutions: Luke Farmer
Contract Manager, Strategic Partnerships: Catherine Roxborough
Senior Account Director: Cara Allan-Northey
Senior Account Manager: Baylee Shepherd

 

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