KFC Fans Trade Gold For Sauce in Pawnshop-Inspired Pop Up

To launch the limited-edition dipping sauce Liquid Gold, KFC 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.

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

The Colonel’s Liquid Gold Exchange was open at 177 Ponsonby Road on Friday, September 4 and Saturday, September 5, between the hours of 11 am to 2 pm and 4 pm to 7 pm.