We Are Social wins KFC Australia social account pitch
KFC Australia has appointed We Are Social as its social agency of record, following a competitive pitch process.
The agency will lead KFC’s social strategy and execution, aiming to deliver content that builds cultural relevance while driving retail. Its remit will include always-on content, socially-led campaigns, influencer partnerships, and real-time activations.
The appointment comes as KFC looks to evolve its role in culture and deepen its connection with younger, social-first audiences.
We Are Social’s recently promoted APAC CEO, Suzie Shaw, said in a press release that the quick-service restaurant (QSR) has “real cultural clout” and this is something the agency won’t take lightly.
“We’re here to build on that equity with ideas that earn attention and spark the kind of conversations Australians actually want to be part of.”
It marks one of the agency’s first major client wins under a new leadership structure, led by managing partner Kelly Spence. She was promoted to the role after seven years with We Are Social, most recently as client service director.
Spence is working closely with Shaw, former Australian CEO, to steer the agency’s creative and commercial performance.
Her appointment came following a “strong run of momentum” for the agency, with other recent wins including Ebay, Salesforce, Volkswagen Group Australia, and Lion.
We Are Social will work closely with KFC’s other agencies of record — Ogilvy and Essencemediacom — who have been part of the QSR’s agency village for over a decade.
Ogilvy and Essencemediacom recently launched KFC’s new brand platform, ‘KFC FLG’. Designed as an evolved version of its ‘Finger Lickin’ Good’ slogan, it hoped to bring a new kind of “boldness” to the Australian market.
“This is more than a campaign; it’s a declaration of who KFC is. It’s the first time we have codified its brand philosophy,” Ogilvy Sydney’s managing partner, Aisling Colley, said in January. “FLG is an invitation to savour every moment, big or small, with the same passion and enthusiasm that is brought to the food.”
We Are Social will extend the ‘FLG’ brand platform to social channels as it looks to build the brand’s position in culture.
Sally Spriggs, group marketing director at KFC Australia, said the brand is excited to build a stronger connection with young Australians.
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Wow! That drumstick is from a KFC store in 1987. Today the size of the chicken pieces more closely resembles what could be called KFQ (Kentucky Fried Quail).