KFC puts Super Rugby club loyalty to the test

KFC is putting Kiwi rugby fans’ loyalty to the test with a lie detector experience, brought to life by Special PR.

The KFC Loyalty Test kicks off in Hamilton at FMG Stadium for the Chiefs vs the Blues match on May 30 to celebrate the launch of KFC’s new Super Rugby-inspired Fan Feed menu.

It has been designed to separate diehard fans from the bandwagonners, tapping into one of Aotearoa’s most passionate cultural rituals: backing your club no matter what. 

Wired up and grilled

Overseen by a private investigator, participants are wired up and grilled with a series of questions only a true supporter could tackle, while their heart rate and sweat levels are monitored in real-time.

Those who pass the test will be rewarded with an item from KFC’s new Fan Feed Menu, featuring Hot Rods, Sliders Box Meals and Rivals Buckets. 

The experience was conceived and led by Special PR, the agency also behind KFC’s former Super Rugby campaigns, The KFC Gravy Train and KFC Zing Air.

Special PR executed the creative, experiential, influencer and media relations, alongside launch content by videographer Jason Domancie, event motion by Radical, and media buying support from PHD Content, including an on-air integration with Sky Sport. 

More than the bucket

KFC senior brand manager Sarah Clarke says: “KFC has always been about more than what’s in the bucket, bringing people together through shared moments and genuine connection. Super Rugby is one of those cultural touchpoints, where passion runs deep and with KFC’s longstanding partnership with NZ Super Rugby clubs, it was the perfect opportunity to meet fans right there.” 

“The Loyalty Test is exactly the kind of marketing we love, and we’re not afraid to push the dial when it comes to ideas that cut through, and this campaign is a great example of what’s possible when you back a strong concept all the way.” 

Club allegiance is serious business

Special PR senior PR director Georgie Zonneveld adds: “KFC is a brand that gives you real creative latitude, and that trust is what makes work like this possible. The Loyalty Test taps into something deeply unifying and felt – club allegiance is serious business in New Zealand – and wrapping that in a genuinely entertaining activation gives media, influencers, and fans something worth talking about.” 

“It’s a reminder that the brands achieving real cut-through right now are investing in experiences that earn attention, not just buy it. Traditional PR alone doesn’t move the needle the way it once did; it’s the combination of strong earned strategy, social-first content and integrated media partnerships that drives the results clients are driving for.”