Colenso wins Burger King brand assignment

Colenso BBDO has been appointed for a brand assignment on Burger King from Antares Restaurant Group. The brief is to make the brand more engaging and give it social currency. A significant integrated campaign will launch in early 2010.

Only brand work has moved to Colenso, all retail work is staying with incumbent Y&R and media with Mediaedge.

The Burger King business was sold earlier this year by TPF Group to Australian-based private equity firm Anchorage Capital Partners. This is one of the many initiatives that the new owners and management are driving through the business.

Rachael Allison, General Manager Marketing for Antares Restaurant Groupsaid: “We worked with Colenso BBDO on Hell Pizza under TPF ownership,and we developed a great relationship with them. I like their approachand work, and know they can bring new thinking to the BK brand, so Igave them a brief to present to our new management team.  The responsewas great and we have some exciting work planned.”

Says Brent Smart (pictured), managing director Colenso BBDO: “BurgerKing have given us one of the best briefs you could ever hope to get. BK is one of the world’s great challenger brands and we really admirethe work that Crispin has done with the brand in the US and that’s ourvery lofty benchmark.  We love working with Rachael and the team, itwill be great to work with them again.”

This is the third significant brand Colenso BBDO has picked up this year without a pitch, on top of TVNZ and Export Gold.