Restaurant Brands International announces new agency partners for its iconic and beloved brands
MIAMI–(BUSINESS WIRE). & Canada and Tim Hortons USA). And, OKRP will serve as the go-to creative agency for Burger King US. Both strategic business partners will help in the next stage of growth to achieve world-class relevance with today’s guests and serve as true extensions of internal marketing teams.
The decision to engage PHD as media partner for all brands signals a shift for RBI and its brands towards a portfolio view – a shift that optimizes media efficiency and effectiveness across RBI with consistent standards for leverage scale and maximize buying power. While each brand will maintain a unique vertical within the broader partnership, a portfolio relationship leverages the buying power of all brands. PHD brings a strong background in QSR, and they will be leveraged as a strategic business partner responsible for accelerating a data-driven omnichannel planning approach for every brand.
OKRP joins Burger King US as a go-to creative agency with the intent to help reintroduce the iconic brand – through campaigns and messaging that uniquely reflect its modern and relevant identity. OKRP brings incredible depth to the dining experience, through proven leadership in creating the best category and advertising strategy, food differentiation and creative excellence that increases brand love. Their leadership strength and culture aligns with the path Burger King is focused on to become customer-obsessed, drive culture relevance and authenticity, achieve business goals, and reclaim Burger King’s status as a that iconic brand..
“The team is working to evolve and build on Burger King’s iconic brand by maximizing media firepower and modernizing the ‘House of the Whopper,'” said Tom Curtis, President of Burger King. North America. “To deepen our effective messaging strategy, we’re joining forces with industry veterans who have heard us loud and clear when we asked for strategic business partners with the speed, data, knowledge, creativity and innovation to help us drive growth.”
RBI partnered with growth consultancy ID Comms as part of the agency’s bidding process. For Burger King US, the review came after eight years with DAVID and Horizon, who were incredible partners in the business in their time. Horizon will continue to partner with Burger King Canada. PHD replaces Horizon on PLK’s side, after a five-year relationship. Popeyes will retain GUT as its official creative agency. For Tim Hortons US, PHD will also take over from Horizon, which has been working with the brand in the US since 2016. Tim Hortons Canada retains some of the strongest partner agencies in Canada, with GUT being the go-to creative agency for the brand. , Horizon for traditional media and Media Monks for digital media, all generating strong visibility and market presence for Tim in the country.
About Restaurant Brands International Inc.
Restaurant Brands International Inc. (“RBI”) is one of the world’s largest quick service restaurant companies with approximately $35 billion in annual system-wide sales and more than 29,000 restaurants in more than 100 countries. RBI owns four of the world’s largest and most iconic fast food brands – TIM HORTONS®BURGER KING®POPEYES®and SUBPRIMERS®. These independent brands have been serving their respective customers, franchisees and communities for decades. Through its Restaurant Brands for Good framework, RBI improves sustainable outcomes related to its food, the planet, people and communities.