KFC marketing director Claire Harrison-Church has appointed her former advertising agency Bartle Bogle Hegarty (BBH) to handle KFC’s &£18m advertising account after a final knockout against Clemmow Hornby Inge.
Harrison-Church joined the fast-food chain last year from Lever Fabergé, where she headed marketing for Lynx. BBH has created advertising for the male toiletry brand for nearly eight years.
Incumbent Ogilvy & Mather (O&M) and Abbott Mead Vickers.BBDO were eliminated from the process earlier this month (MW November 14). Mother had initial discussions with KFC but did not pitch for the business. The review was handled by the AAR.
O&M has handled the business since 1994, when it won it from Young & Rubicam. But since the arrival of Harrison-Church last year, there have been persistent rumours about the account moving. This year O&M dropped the dancing Colonel Saunders figure from its campaigns and introduced the strapline: “Give in to the chicken”. KFC also introduced a number of new products, including Pockets and Avalanche, a similar product to McDonald’s McFlurry.
KFC plans to open 400 outlets in the UK and create 12,000 jobs over the next five years. By January 2003 KFC aims to have opened 60 outlets over 12 months, bringing its total to 600 in the UK. KFC’s expansion contrasts with McDonald’s, which is considering shutting down several flagship outlets in London.
KFC is a division of US company Yum! Brands, which also owns Pizza Hut and Taco Bell.