The brand, handled by Market Catalyst prior to its merger with Bates, is understood to have shortlisted Ogilvy & Mather, JWT, M&C Saatchi and FCB, according to sources.Agencies will make presentations over the next two weeks. Bates, which also works on the Café de Coral account, is not believed to be pitching for the business.
"KFC has an aggressive expansion plan for the coming few years," according to one source. "The company is re-evaluating its situation and wants a creative partner who can handle the business growth planned. KFC is a long way from McDonald's in Hong Kong in terms of outlets. McDonald's has more than 200, while KFC has fewer than 100. There are plans to open more outlets and that is one of the reasons for this review."
Birdland has also committed to renovating existing KFC outlets, following image updates in recent years by key competitors such as Fairwood and Café de Coral.
The fastfood chain, which recently celebrated its 20th anniversary in Hong Kong, unveiled a new branding platform in September last year, 'So real'.
