Yum! Retains KB+P to Rebrand A&W

NEW YORK Yum! Brands has hired Kirshenbaum Bond + Partners as the agency for A&W Restaurants.

The New York independent shop will create a new brand positioning for the chain in part by introducing new products and redesigning A&W icons. The assignment came earlier this month and is based on an existing relationship between the client and agency.

The Louisville, Ky.-based YUM! Brands acquired A&W in May 2000, adding the chain to its restaurant portfolio that includes Taco Bell, KFC and Long John Silver’s.

Last year the parent company spent nearly $1 million advertising A&W, according to TNS Media Intelligence/CMR.