Three agencies battle it out to bag KFC’s direct account

KFCSpecsaversKFC is holding a three-way pitch for its data-driven marketing account, with Havas, MRM and Rapp battling it out for the chance to succeed Iris, which has handled the business for the past four years.

The process kicked off in February and is being handled by AAR.

Iris, which declined to repitch, was first appointed to the digital and CRM account in 2017, a move that resulted in the agency ending its five-year relationship with Domino’s.

Over the past three years, Iris has worked across KFC’s delivery and click-and-collect business, as well as the brand’s loyalty scheme, The Colonel’s Club.

It has also worked closely with Mother, which also landed the KFC advertising account in 2017; Mindshare scooped the media account in 2019.

The pitch coincides with a new KFC campaign that “borrows” other brands’ straplines, as the current Covid restrictions still advise against its “finger-licking” motto.

Using the hashtag #UntilWeCanFingerLickAgain, last week KFC posted a message on its Twitter feed asking for suggestions on which brand slogan it could use.

As well as posting mock ads on Twitter, the fast-food giant booked a London advan and a digital six-sheet panels to show its famous chicken bucket sitting on top of borrowed taglines including Nike’s ‘Just Do It;’ Specsavers ‘Should Have Gone to’ and Red Bulls ‘Gives You Wings’.

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