KFC Australia pitches creative brief
KFC is third-largest fast food chain in Australia
Ogilvy Australia went head-to-head with Special Group yesterday in the final presentations for a KFC Australia creative brief.
Multiple sources have indicated to Mumbrella that the fast-food giant’s entire creative account has been out for pitch since last year, which has been held unbroken by Ogilvy since 1994.
KFC, via its PR agency Ogilvy, did not directly contradict the reports when contacted by Mumbrella, but said in a statement: “From time to time, KFC may engage with different agencies on different projects within the campaign or promotions space.
“This does not represent a shift in our long-term, valued agency partnerships.”
KFC Australia has recently seen a change in marketing leadership, with CMO Tami Cunningham departing last year and former Big W marketing director Vanessa Rowed stepping in as her replacement.
As of last September, KFC was Australia’s third-largest fast-food chain by number of outlets, behind Subway and McDonald’s, generating $563.8m in its latest half-year earnings.
Alongside creative agency Ogilvy and media agency Essencemediacom, the brand recently launched a new platform, ‘KFC FLG’, a refresh of its enduring tagline, “Finger Lickin’ Good.”
KFC also recently tapped We Are Social to oversee its social strategy and execution, building on an active presence with 209,000 Instagram followers and 66,000 on TikTok.
