KFC enlists Iris to lead digital and CRM as agency ends five-year relationship with Domino's

KFC has enlisted Iris to handle its digital and CRM account / KFC

KFC has enlisted Iris to handle its digital and CRM account, resulting in the agency ending its five-year relationship with Domino's.

The Drum understands that the agency made the decision to terminate its deal with the pizza giant due to a conflict of interest between the two brands.

The move comes just months after Domino's handed its creative account to VCCP, taking away a portion of the business from Iris, which since April has handled only digital functions for the brand.

It's understood Domino's has now kicked off a CRM and digital review as it hunts an agency to replace Iris. When contacted by The Drum, the brand had no comment on the matter.

Iris has added KFC to its roster following a competitive pitch process involving three other agencies. It will now work closely with the fast-food company's creative shop Mother and PR agency Freuds to bring to life the new ‘The Full Chicken’ brand proposition in the digital space.

In addition, Iris will work across KFC’s delivery and click-and-collect business, as well as the brand’s loyalty scheme – The Colonel’s Club.

Chris Marlow, managing director at Iris London said: “Working with a brand like KFC is a once in a lifetime opportunity – it’s one of the world’s most successful and recognisable brands and also one with a huge opportunity to transform how it operates in the digital space.

"It’s a brilliant time to join the team following the launch of the new brand positioning – we love a digital transformation story at iris and we can’t wait to get stuck in."

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