KFC launches a pawnshop where gold gets you chicken with ‘The Liquid Gold Exchange’ via Special PR NZ, PHD Aotearoa + Bastion Aotearoa

To launch the limited-edition dipping sauce Liquid Gold, KFC New Zealand, alongside Special PR New Zealand, PHD Aotearoa and Bastion Aotearoa, is giving Kiwis the chance to turn their gold into something even more valuable at The Colonel’s Liquid Gold Exchange.

The pawnshop-inspired store will open for two days only in Ponsonby, letting Kiwis swap anything gold – whether it’s a gold-foil chocolate wrapper or even Grandma’s false gold tooth – for finger-lickin’ good chicken and a side of Liquid Gold.

Special PR created the activation, spearheading the experiential, media relations, creative, and content, including an exclusive media and influencer event ahead of the public launch.

Supporting the campaign were KFC’s wider agency collective: PHD Aotearoa, which steered the paid media strategy, including an interactive street poster where Kiwis can tear off gold items to redeem for Liquid Gold, and Bastion Aotearoa, which led the Liquid Gold creative for social, OOH and ATL.

Says Leanne Too, Marketing Director, KFC: “Liquid Gold caused a frenzy in Australia so we wanted to see just how far Kiwis would go to get their hands on it. If something is that valuable, it deserves its own exchange. The Colonel’s Liquid Gold Exchange gives us a genuine way to connect with our fans and let them be among the first to try it.”

Made for dipping, Liquid Gold is unlike any sauce KFC has launched before. Creamy and peppery, it’s the perfect pairing for KFC’s boneless chicken range, including Tenders and Hot & Crispy Boneless.

It’s also available to add to the entire KFC menu, meaning pretty much anything is fair game for a dip.

The Colonel’s Liquid Gold Exchange will be open at 177 Ponsonby Road on Friday 4 September and Saturday 5 September, between the hours of 11am to 2pm and 4pm to 7pm. Exchanges are limited to one per person, while stocks last.

Client: KFC
PR: Special PR
Media: PHD Aotearoa
Creative: Bastion Aotearoa

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