KFC & NRL
A reach and fan
KFC had been a long term major partner of the NRL but the sponsorship wasn’t delivering the results the brand needed. With the upcoming renewal, we had an opportunity to consider other options in and outside of the NRL.
To review and rethink KFC’s long term NRL partnership strategy and find ways to strengthen KFC’s brand presence and extend time in market
IQ recommended to renew the NRL partnership but with a revised asset mix, catering for a peak and continuity strategy. KFC needed to invest differently whilst broadening engagement in NRL throughout the season. IQ helped to identify valued assets within the NRL and key moments that appealed to both light and heavy users to deliver a fully integrated reach strategy for KFC, providing 30 weeks of market coverage.