KFC will reportedly ditch old agency Wieden + Kennedy as marketing frenzy continues

KFC’s move to its creative and media agencies will be a loss to Wieden + Kennedy, but a boon to agency management companies, including WPP, IPG, and Publicis, who are finalists in the deal.

It is not clear what is driving the change. Same-store KFC sales grew 13 percent in two years and digital sales in July surpassed 2020, according to the latest earnings report. In addition, KFC praised the work of Wieden + Kennedy as the kind of campaign they want from their next agency, sources told Business Insider. However, KFC is looking for younger consumers as the average drinking age increases and the chain behind competitors Popeye’s and Chick-fil-A finds itself in the “chicken sandwich war”.

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It may also be part of the thinking behind the appointment of Nick Chavez, former senior vice president of sales, marketing, and communications at Nintendo of America, as CMO in the United States. Games are still an area of ​​interest for QSR and CPG brands looking to reach younger consumers, and KFC has ventured into this space before. In a related move to appeal to younger groups, Yum Brands marketing colleague Taco Bell chose Cashmere as his cultural agency in August.

According to the report, the KFC is expected to appoint new agencies in December. She didn’t release the bill for review until September, noting that while Wieden + Kennedy is “a valuable part” of the turnaround, it is looking for the right partners to continue to expand the brand. Previously, US CEO Andrea Zahumensky left the brand, which helped her position herself around marketing elements and bold, quirky humor.