M&C triumphs in three-way pitch for KFC business

The account, which last year recorded a monitored spend of around HK$82 million (US$10.6 million), was previously handled by Market Catalyst prior to its merger with Bates. "M&C was selected for the ideas presented, which were simple and direct and for their understanding of our business needs," said Emily Wong, senior marketing manager, marketing department of Birdland (Hong Kong). "(The pitch was called) because we're expanding in Hong Kong and wanted to see if there were other good agencies around." KFC has 58 stores in Hong Kong, compared to McDonald's more than 200. According to Wong, the chain has an aggressive expansion plan in place and expects to open 10 new outlets a year over the next five years. "From our agency, we want to have a close partner to develop our brand overall and for our expansion needs. It's important for KFC to have an emotional brand equity," said Wong. "Our target group in Hong Kong is split between the mature and the young adults. We want our communications to target the young adults because mature also (aspire) to be young." Birdland has also committed to renovating existing outlets, following image updates by key competitors such as Café de Coral. The fastfood chain, which recently marked its 20th anniversary in Hong Kong, unveiled a new branding platform -- 'So real' -- in September last year.