# In-Game Recipe Challenges KFC Challenged Gamers to Complete The Recipe Run in The Legend of Zelda By Laura McQuarrie | Published 2023-10-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-recipe-run References: [adnkronos](https://www.adnkronos.com/immediapress/cultura-tempo-libero/kfc-gets-thousands-of-people-from-17-countries-to-recreate-their-secret-recipe-in-zelda-with-the-recipe-run_6cvrbmsG3lwGW9wdWWsnJ7)  The Legend of Zelda: Tears of the Kingdom gives players the chance to cook fried chicken and KFC was quick to create the first brand-created speedrun called The Recipe Run. KFC challenged thousands of gamers from 17 different countries to compete in The Recipe Run as fast as possible by cooking their own KFC-style chicken within the video game. The Recipe Run has users gather chicken, oil, 11 herbs and spices throughout the Zelda Tears of the Kingdom and in collaboration with SRE (@SpeedrunEspanol,) the branded speedrun became a global competition. Most impressively, [KFC Spain](https://www.trendhunter.com/trends/kfc-spain-1) succeeded at getting [fried chicken cooks](https://www.trendhunter.com/trends/kd-kfc-original-recipe-flavour-mac-n-cheese) to become consumers of its fried chicken, with web traffic increasing by 58% during the days of the action and 44.5% of orders placed via desktop. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 29% | Activity: 54% | Freshness: 18% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **In-game Recipe Challenges:** Explore the trend of brands creating in-game challenges where players can complete recipes in video games. - **Branded Speedruns:** Discover the rise of branded speedruns as a unique marketing strategy where companies challenge gamers to complete certain objectives in video games. - **Increased Web Traffic and Orders:** Observe the impact of in-game challenges on web traffic and sales, as seen with KFC Spain where web traffic increased by 58% and 44.5% of orders were placed via desktop during the action. ### Industries Being Reshaped - **Fast Food:** Consider the potential for fast food chains to create branded in-game challenges to engage with a younger, tech-savvy audience. - **Gaming:** Recognize the opportunity for gaming companies to collaborate with brands and create customized in-game challenges to generate user engagement and brand awareness. - **E-commerce:** Explore the potential for e-commerce platforms to leverage in-game challenges as a marketing tool, resulting in increased website traffic and sales. ## Related on Trend Hunter - [QSR Collaborative Game Ventures](https://www.trendhunter.com/trends/recipe-run.md) - [Gamer-Targeted Sandwich Promos](https://www.trendhunter.com/trends/kfc-chicken-sandwiches.md) - [Gamer-Centric Fast Food Campaigns](https://www.trendhunter.com/trends/burger-to-king.md) - [AI-Generated Recipe Challenges](https://www.trendhunter.com/trends/kfc-vs-ai.md) - [Gamified Fast Food Challenges](https://www.trendhunter.com/trends/mcdonalds-side-missions.md) - [Recreated Video Game Meals](https://www.trendhunter.com/trends/playstation-to-plate.md) - [Vegetable Power-Up Campaigns](https://www.trendhunter.com/trends/modtheveg.md) - [Video Game-Based Prize Packages](https://www.trendhunter.com/trends/mac-cheese-x-nintendo.md) - [Video Game-Inspired QSR Promotions](https://www.trendhunter.com/trends/chipotle-7.md)