Burger King hires Y&R for ad push in Vietnam as McDonald’s readies for market entry

BK in VietnamBurger King has hired Y&R to handle its advertising in Vietnam as the fast food brand prepares to celebrate its first birthday in the country.

It is the first time Burger King has formally appointed an ad agency in Vietnam, having previously adapted global campaigns for the local market.

The appointment comes two months after news emerged that McDonald’s would be launching in Vietnam.

McDonald’s has yet to announce its agency arrangements for Vietnam, although globally aligned agencies TBWA, DDB and Leo Burnett will lead the pack of contenders.

Y&R won the BK business after a three-way pitch, and has been briefed to launch Burger King’s new menu and lead the fast food chain’s city stores’ first anniversary celebrations.

A new campaign is scheduled to break at the end of this month.

Commenting on Y&R’s appointment, Eric Dew, GM of Burger King Vietnam said: “Y&R displayed a great understanding of our category and challenges. This set them apart right from the first presentation. Once their insight and creativity was added into the mix, their appointment was the right choice for us at the right time. Burger King’s footprint of stores is increasing monthly and we are looking forward to continued growth with Y&R’s support as our marketing communications partner.”

Y&R Vietnam CEO Matthew Collier added: “It is an honour having been selected to represent Burger King and I’m proud of the work the team has produced over the last few months.”

“We’re at a crucial time in the brand’s development, but now is not the time to be complacent. With more competitors coming on stream over the next year, we’ve got a window to own the hamburger market in Vietnam and that’s what we’ll be aiming to achieve,” he said.


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