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Male Gen-Z Media Opps: Yum! Brands targeting young consumers with new initiatives, increased digital ad spend

According to Ken Muench, Habit Burger parent company.

As part of its cultural relevance efforts, Yum! raised funds, with the goal of 3m acts of goodness such as donations and volunteerism, for hundreds of companies including Benevity. This initiative was part of #GivingTuesday and will continue throughout December. In response to other cultural relevance efforts, Yum! expanded its sustainable practices and was named to the Dow Jones Sustainability Index North America for the fourth consecutive year. Additionally, the company debuted plant-based meat pizzas at Pizza Hut via a partnership with Beyond Meat.

Many of Yum's restaurants have reopened, but the company remains focused on its takeout and delivery services to continue reaching consumers stuck at home due to the global pandemic.

View these brands' recent national TV (iSpot) and digital (Pathmatics) ad spend, along with podcast ad usage (Magellan) here. Note that national TV spend has dropped in favor of higher digital ad spend, which has overall nearly tripled YTD this year from the same 2019 timeframe.

This increase in digital ad spend and particular focus on paid social advertising reinforce that Yum!'s traditionally male target demographic currently skews toward Gen-Z. Kantar data reports the company also invests in OOH, print (newspapers), radio and local broadcast.

Agency & martech readers (KFC) - DMs at this brand seem content with its roster of here.

Agency & martech readers (Pizza Hut) - With a current Blue 449. 

Agency & martech readers (Taco Bell) - This brand is similarly vulnerable due to its Edelman (PR - start date unknown).

Agency & martech readers (Habit Burger) - Yum acquired this brand in 2019.