Kentucky Fried Chicken (KFC) moves from JWT to FCB-Ulka

FCB-Ulka has won the creative duties for Kentucky Fried Chicken (KFC). FCB-Lodestar is the AOR. Industry sources estimate the account to be worth around Rs 8-10 crore. The incumbent creative agency was JWT. The media duties have moved from MindShare.

Confirming the news to agencyfaqs!, Arvind Wable, executive director and CEO, FCB-Ulka, Delhi, says, “Food and retail is a growing industry and it is a good opportunity for us to work on a brand like KFC.”

On the strategy to be adopted for the brand, Wable says, “We will be looking at positioning the brand in the Indian market and making it relevant to the people here.”

Arvind Mediratta, chief marketing officer, Yums’ Restaurant International, says, “KFC does not have a national presence and that is what we are aiming at now. We want KFC to be bigger than any other international food chain in India.”

He adds, “We are hoping that FCB-Ulka will help us in giving a fresh perspective to making the brand stronger on Indian soil.”

JWT continues to handle Yums’ Restaurant’s other brand, Pizza Hut.

Mediratta says, “We are happy with JWT’s performance and that is why they have retained the Pizza Hut account. We thought it would be better to split the accounts so that we have two viewpoints from two different agencies.”

KFC has been testing its brand in the last 24 months and now plans to expand its business in India. KFC has its restaurants in Bangalore, Kolkata, Chandigarh and Pune. As of now, it does not have any presence in Delhi.

Yums’ Restaurant International, which has 34,000 restaurants, is the largest restaurant company in the world. It has under its aegis several restaurant chains, namely Pizza Hut, KFC, Taco Bell, Long John Silver (seafood) and A & W (all-American food).

© 2005 agencyfaqs!