Y&R has added Burger King’s creative to its roster, in a move that sees the fast food brand consolidate its media and creative agencies under one roof.
Y&R was already delivering Burger King’s media strategy, trading and implementation services. Its remit now includes creative, social and digital, which previously sat with Colenso BBDO.
Burger King New Zealand general manager marketing James Woodbridge says it has taken the opportunity to improve communication between a variety of disciplines in order to achieve alignment and with an expectation to improve creative output.
“Speed is critical to our success and a one team approach will strengthen our execution.”
Y&R NZ managing director Jono Key adds Burger King has a well-established heritage of doing brave work that expands outside of traditional one-way comms, both here and overseas.
“This approach fits perfectly with the Y&R style, where media and creative work together to develop campaigns that can’t be ignored.
“The New Zealand QSR market is one of the most competitive in the world, so the team are looking forward to getting down to the business of selling burgers.”
According to Nielsen AD Intel rate card data of Antares Restaurant Group ad spend in April 17 to March 18 was $17.5 million.
Burger King’s creative had been with Colenso for eight years and its managing director, Scott Coldham, says in that time it's formed a strong and resilient partnership that’s seen the agency navigate the ups and downs of a very volatile category, year after year.
“Our partnership has seen us deliver the most successful and effective campaigns in the brand’s history in this market, so it’s disappointing they’ve decided to move on. We wish them well in their next chapter.”
Those campaigns include ‘Backyard Burger King’ and 'Motel Burger King', for which Burger King took over the Ocean Inn Motel in Northcote to provide a place for its fans to cheat on beef and sample the brand's range of chicken-based options. It has also cleverly integrated Joseph Parker into a number of campaigns.
However, the famous ‘McWhopper’ campaign, that’s won 17 Cannes Lions including two Grand Prix, was an effort by Y&R NZ and Burger King global. The campaign launched in New York after Y&R took the idea to the local Burger King team before it was taken to the global marketing team. It's since proven Y&R's capability to be a creative partner for Burger King.
The transition between agencies will be completed by mid-June.
This comes at around the same time Y&R NZ CEO/chief creative officer Josh Moore is due to step down and head for as yet unknown pastures.