PRWeek reported in January that KFC was reviewing its UK consumer PR and advertising. Sister title Campaign revealed last month that Mother won the ad brief, after 15 years with BBH.
Sixteen agencies were invited to submit creds documents for the PR agency hunt, with seven then invited to chemistry meetings and four asked to pitch in the week commencing 20 March. The process was managed by AAR.
Meghan Farren, chief marketing officer at KFC UK & Ireland, said: "We have huge ambitions for our brand and in the pitch process, Freuds demonstrated that they are the right partners to push the boundaries of PR.
"It was a rigorous process, and we were impressed by the quality of all the agencies that we saw, and the excitement and creativity that the brief generated. We’ve had a relationship with Freuds for two decades, and the new ideas they bought to us are creative, bold and ambitious, and will redefine the way we approach earned media. We are genuinely excited about the next phase of our partnership."
The firm scored a hit last month with a campaign in which it created a spoof healthy eating blogger, Figgy Poppleton-Rice, to help launch its limited edition The Dirty Louisiana burger. Freuds assisted on the campaign, which was created by creative agency BBH London with help from KFC's in-house team.
Last year, PRWeek UK interviewed KFC's in-house PR team – among other things, they said their US team was beginning to tackle "myths" surrounding the business head-on, and that the UK would look to do more of this in 2017.