Spark Foundry Recaptures KFC U.S. Media Account

KFC, part of YUM! Brands has selected Publicis Groupe’s Spark Foundry to once again be its U.S. media agency after a review that began last fall.

KFC said the agency’s remit will include advertising media planning and buying across all channels, including digital and social media. The company credited Spark Foundry’s “audience-focused, data-driven, modern media approach and deep knowledge of the QSR category.”

“During the review, the Spark Foundry team delivered unique insights about our current and future audiences, and how KFC can better use its media to connect and engage with them,” said Nick Chavez, CMO of KFC U.S.

Wieden+Kennedy had been the media agency incumbent since 2018, when KFC shifted the account from Spark Foundry. Wieden has also been creative incumbent since 2015.

KFC put the creative assignment in review at the same time it put media in play last fall. The creative review is ongoing.

Annual media spending by the fast-food chicken chain is about $170 million, according to agency research firm COMvergence. About $50 million of that spend is for digital channels.

KFC U.S. said it is looking to build on seven consecutive years of same-store sales growth and a significant brand turnaround that began in 2015. 

When it disclosed the agency reviews last fall, the company acknowledged W+K’s contribution, noting that “Since 2015, W+K has been a valuable part of our brand turnaround, creating memorable campaigns that grew brand consideration and sales. We are proud of what we have achieved together.” 

Same-store sales grew 4% during Q3 2021, while same-store sales increased 13% on a two-year basis. 

As of July, digital sales at KFC U.S. surpassed the brand’s full-year 2020 digital sales, the company said.

 

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