Podcast giant Acast has released a case study (HERE) of a recent ad campaign for KFC in Australia. The campaign was distributed across several shows and networks to attain scale and frequency (and brags that it over-delivered). Most of the impressions were mobile, we’re told, which increases listener engagement through headphones.
“By pairing KFC’s flavor-led messaging with top-tier podcast creators plus a healthy dose of humor, we created a campaign that felt more like fandom than advertising.” –Acast
The goal was to produce “authentic, personality-driven podcast content and to deliver the messaging in “a culturally relevant way.” A three-pronged campaign, the messaging was delivered in pre-recorded ads, social media, and live sponsorship.
The results have uplift all over them:
We were given a recording (below) of the live sponsoring part starring Toni and Ryan, a popular Aussie podcast team which has won a listener’s choice award in the 2025 Webby Awards. The banter and enthusiasm make a good example of a fun and persuasive host-read ad performance.
