KFC Podcast Ad Campaign in Australia Delivers 65% Brand Favorability Boost | Case Study
Podcast advertising is no longer a niche experiment. It’s a mainstream marketing channel that drives measurable results for brands across industries. One recent success story? KFC Australia’s innovative podcast campaign with Acast during Q4 2024, which proved that audio ads can do more than just build awareness—they can boost consideration, engagement, and sales.
This case study explores how KFC leveraged authentic host reads, social media amplification, and humor-driven messaging to create an audio campaign that listeners loved and metrics validated.
Consumers are spending more time on podcasts than ever before. In Australia alone, podcast listenership continues to soar, with millions tuning in weekly to their favorite shows. Unlike traditional ads that often feel intrusive, podcasts create intimate, trust-based connections between hosts and listeners.
For KFC, the opportunity was clear:
Reach an engaged, mobile-first audience.
Promote its Hot & Spicy product range authentically.
Enhance brand favorability and recall without sounding salesy.
The Campaign’s Core Objectives
Boost Brand Awareness – Make Hot & Spicy the talk of the town.
Drive Consideration – Turn casual listeners into potential customers.
Increase Brand Favorability – Create an emotional bond through humor and authenticity.
Inside the KFC-Acast Collaboration
The campaign was multi-layered, blending different ad formats and strategies:
1. Host-Read Ads for Authenticity
Acast partnered with Tony Lodge and Ryan Jon, hosts of the We Mean Well podcast. Known for their humor and relatable style, they were the perfect fit to deliver KFC’s fun and flavor-forward message.
Why This Works: Studies show host-read ads are 50% more likely to be remembered than traditional pre-recorded ads because they sound genuine and trusted.
2. Multi-Touchpoint Distribution
The campaign didn’t stop at audio. It included:
Pre-recorded ads for scale and consistency.
Sponsorship mentions integrated into episodes.
Social media reels and shoutouts, adding a visual dimension and extending reach beyond podcast listeners.
3. Humor + Brand Personality
Instead of generic promos, the ads leaned into KFC’s playful personality, making the experience entertaining and shareable. This approach blurred the line between fandom and advertising—listeners didn’t just hear an ad; they enjoyed it.
How the Campaign Was Delivered
Acast distributed the campaign across:
Premium podcasts and audience networks for reach.
Mobile-first placements, ensuring listeners engaged through headphones for a more personal experience.
Key Delivery Stats
3.4 million impressions served.
1.1 million unique listeners reached.
Bonus inventory over-delivery of more than 2%.
The Results: Marketing Metrics That Matter
KFC’s campaign wasn’t just creative; it delivered tangible results across all major brand metrics:
Brand Impact
Brand Favorability: ↑ 65.6% among podcast listeners.
Brand Awareness: ↑ 16.1%.
Brand Consideration: ↑ 10%.
Engagement Success
Social Media Engagement Rates: Up to 6.2% on campaign reels.
High Ad Frequency: Boosted brand recall significantly.
Mobile-First Delivery: Maximized listener attention and minimized distractions.
Industry Voices: Why It Worked
Rachael Lee, Partnerships Manager at EssenceMediacom, summed up the success:
“By partnering with We Mean Well hosts and leveraging their genuine love for KFC, we created a dream collaboration that amplified cultural relevance, drove engagement, and delivered strong results across brand metrics.”
This wasn’t just an ad campaign; it was a brand experience that listeners embraced.
Lessons Marketers Can Learn From KFC
1. Authenticity is Non-Negotiable
Consumers value real voices over scripted ads. Choose influencers or hosts who genuinely connect with your brand.
2. Multi-Format Integration Wins
Don’t rely solely on audio. Combine podcast ads with social content, video snippets, and influencer engagement for maximum impact.
3. Data + Creativity = Success
KFC’s campaign shows that creative storytelling backed by measurable KPIs delivers both engagement and ROI.
The Bigger Trend: Why Podcasts Are the Future of Advertising
With ad blockers on the rise and audiences tuning out traditional ads, podcasts provide a non-intrusive, engaging, and high-retention platform. According to Acast’s research:
Podcast ads drive 4.4x higher brand recall than display ads.
Listeners are more likely to act on podcast ads than other formats.
For brands looking to stand out in 2025 and beyond, podcast advertising should be a core part of the digital marketing mix.
Final Thoughts: Finger-Lickin’ Good Marketing
KFC’s podcast campaign with Acast is a masterclass in modern advertising. It proves that when brands embrace authentic storytelling, leverage trusted voices, and integrate multi-channel strategies, they can achieve remarkable results.
As audio content continues to grow, expect more brands to follow KFC’s lead—because when done right, podcast advertising isn’t just effective; it’s deliciously impactful.
KFC Podcast Ad Campaign in Australia Delivers 65% Brand Favorability Boost | Case Study
KFC Podcast Ad Campaign in Australia Delivers 65% Brand Favorability Boost | Case Study
