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|Holly W.||Director, Media||KY|
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|Michael F.||Director, Strategy||KY|
|Kelsey P.||Art Director||KY|
|Rachel M.||Senior Art Director||KY|
Male Gen-Z, Millennial Media Opps: KFC's president to depart in June (Score 63)
wrote to inform you about MullenLowe's first creative work for the chain.
According to Pathmatics, KFC earned 1.7b impressions YTD through Facebook ads (34%), Instagram ads (32%), desktop video ads (29%), Twitter ads (4%) and desktop display ads (2%). It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitter.com and draftkings.com. It spent approximately $16m on digital display ads YTD, a 57% increase from $10.2m spent in this channel during the same time period of 2021. Full-year spend increased by 20% from $23.6m in 2020 to $28.4m in 2021.
Per iSpot, KFC spent around $44.9m on national TV ads YTD, an 18% increase from $38.1m spent in this channel during the same time period of 2021. Full-year spend rose by 7% from $92.6m in 2020 to $99.4m in 2021. This year, it placed ads during programming such as "NBA Basketball," "NFL Football," "College Basketball," "Friends" and "Law & Order: Special Victims Unit."
Sellers-- KFC primarily targets Gen-Zers and millennials with a male skew. It allocates the majority of its massive marketing budget toward national TV and digital display ads. It has been increasing spend across both channels for the past two years, and I see no reason to believe it will slow down anytime soon. KFC also invests in OOH, print, radio and local broadcast TV ads, per Kantar. Sellers should reach out to offer relevant ad space.
Agency & martech readers-- Hochman's departure could lead to additional leadership changes that may affect KFC's agency roster. Edelman. Reach out to see if you can pick up some of the chain's business.