KFC selects Mediavest Spark as new media agency
KFC US has selected Mediavest Spark, a Publicis Media global agency, as its new agency for media planning and buying responsibilities for its general-market business in the United States.
Mediavest Spark will be charged with advertising, media planning and buying across all channels, including digital and social media.
The restaurant chain, known for its chicken, began reviewing agencies in September, choosing Mediavest Spark due to its spot-on approach to creating customer-centric media strategies to drive business value, according to a release by KFC.
“For KFC to continue to gain traction in a rapidly evolving marketplace, we are focused on using cross-channel media touchpoints in new and unique ways to drive sales and build the KFC brand,” said Shindy Hodack, senior director of media and innovation for KFC US. “We look forward to utilizing Mediavest Spark’s strategic approach, longstanding experience, digital capabilities and enthusiastic team to maximize our media investments.”
KFC US continues to celebrate a significant brand turnaround, completing nine consecutive quarters of same store sales growth in Q3 2016. Since 2015, KFC has updated kitchens with state-of-the-art equipment in 98 percent of its restaurants, set a goal of remodeling 3,000 restaurants over the next three years, and launched its new advertising campaign featuring a reintroduction of the Colonel through Wieden + Kennedy.
“KFC is an iconic American brand that has been captivating consumers’ taste buds for more than 70 years,” said Chris Boothe, CEO of Mediavest Spark. “We are thrilled to partner with them in harnessing the power of cutting-edge media strategies to fuel their current momentum and further their connection with customers across the country.”
Wieden + Kennedy will remain as the KFC US creative agency and Edelman continues its work as the brand’s public relations agency. In the UK, the restaurant has called for a creative review, putting longtime agency BBH on alert.