KFC is seeking an agency to replace Freud Communications on its UK
consumer account following a decision to change the focus of its
communications strategy away from celebrity endorsements.
The company is currently inviting agencies to pitch for the consumer
brief. The pitch is being co-ordinated by marketing director John
’We decided to move our PR brief away from high impact creative PR
linked to celebrity advertising campaigns and made the decision to look
at new agencies for our new strategy,’ said Prior.
The strategy change coincides with the end of Freud’s consumer brief,
which the agency had worked on since the beginning of 1997. The account
had been overseen by Freud MD Gabby Zein. Freud will, however, retain
the corporate and crisis management account, which is managed by
director Oliver Wheeler. Freud won both the consumer and corporate work
in 1997 from Lexis Communications.
In recent years, KFC celebrity endorsements and advertising campaigns
have included Denise Van Outen and IT girls Tara Palmer- Tomkinson and
Earlier this year, KFC announced that it would open 50 new restaurants
in the UK in 2000, bringing the total to 530 and creating 2,000 jobs
KFC, a unit of Tricon Global Restaurants of the US, said it planned to
build at least 50 units each year for the foreseeable future, and had a
target of 1,000 UK outlets.