Yum! Brands Canada Selects Wavemaker as New Media Agency of Record

Yum! Brands Canada, comprising KFC, Pizza Hut and Taco Bell, has selected Wavemaker as its new company-wide media agency responsible for all planning and buying. The scope of Wavemaker’s remit includes digital, programmatic, search, social, television, radio and out-of-home for all three brands.

Yum! Brands Canada announced late in 2017 that it had begun a competitive search for a new media agency. Wavemaker emerged victorious, impressing the team culturally and with a clear vision on how to leverage data strategically to drive business value through media.

On the KFC business, Wavemaker will support the brands larger digital transformation journey, which includes investments in delivery, e-commerce and technology capabilities together with a relentless focus on data to inform innovation and drive customer experience.

“KFC and Wavemaker meshed culturally and strategically from day one of the RFP process,” said Samantha Redman, Chief Marketing Officer, KFC Canada. “Their approach to technology and data, the way they challenged us and inspired us, affirmed they are the right partner to help us through the next phase of our digital transformation.”

In the last six years, Taco Bell Canada has achieved unprecedented growth – well out-pacing the rest of the quick service restaurant category. Wavemaker was a strategic decision to help maintain this impressive track record through precise targeting techniques and innovative media strategies.

“Partnering with a cutting-edge media agency like Wavemaker will be instrumental to continuing our growth in Canada,” said Veronica Castillo, Head of Marketing, Taco Bell Canada. “Staying one step ahead of Gen Z and Millennials with social and digital strategies allows us to break through the clutter in disruptive and unexpected ways. Wavemaker demonstrated the smarts and acumen to drive the Taco Bell brand forward, and we’re very excited to begin working with them.”

With the majority of media spend being allocated to digital, Pizza Hut Canada continues to shift to an e-commerce and delivery-first brand. This includes launching innovative programs like “Hut Rewards”, a new loyalty program, and a web-based deal bot to help customers find the best deal. Wavemaker will help Pizza Hut build deeper relationships with Canadians while also working to attract new audiences through targeted digital campaigns.

“Right from our initial meeting, we were impressed with Wavemaker’s perspective on the QSR category, their thought leadership and digital capabilities,” said Jason Cassidy, Marketing Director, Pizza Hut Canada. “The chemistry was instant, and we’re thrilled to have them at the table as a valued partner.”

Wavemaker was founded in June 2017 as a merger between two GroupM networks, MEC and Maxus.

“We are incredibly pleased by this appointment,” said Ann Stewart, CEO, Wavemaker Canada. “We’ve thoroughly enjoyed meeting the Yum! Brands Canada team as their culture and business approach are very similar to ours. Wavemaker Canada is ready to address all three brands’ business objectives and surpass their success criteria.”

Grip Limited will continue to lead creative for KFC, Pizza Hut and Taco Bell Canada, and Edelman Canada will continue to provide communications services to the three brands.