According to partner director Rosana Monteiro, Ketchum was selected via a pitch which also involved local agencies Edelman, In Press Porter Novelli and RP1.
Burger King has not yet announced when it will open its first restaurant in Brazil, but is currently in the process of researching the market, creating an office in Sao Paulo, hiring local staff and selecting suppliers. It will compete against McDonald's, which has had a presence in the country since the early 1980s.
The company is already established in most Latin American countries as well as several countries in the Caribbean, however with a population of more than 170 million, Brazil represents around half of the South American market.
Ketchum will focus on building brand awareness, firstly by highlighting the company's international news and announcing supplier contracts and restaurant locations as they are agreed.
Burger King has appointed MPM to handle its advertising in Brazil, selecting the agency over Talent, Lowe and Fnazca.