Wingstop spent nearly $14 million on measured media last year and around $7.7 million in the first six months of 2018, according to Kantar Media.
Leo Burnett will be tasked with the chain’s integrated marketing communications strategy, encompassing advertising and promotional marketing, as well as measurement and optimization efforts. Publicis Groupe media agency Starcom already handled media buying and planning for Wingstop, suggesting that Publicis Groupe’s Power of One approach was a factor in Wingstop selecting the agency.
Wingstop also assigned local marketing duties to 3Headed Monster, tasking the Dallas-based agency with connecting franchisee investment to the chain’s national strategy.
“Wingstop’s growth continues to outpace the industry, and we are well on our way toward becoming a top-10, global restaurant brand. The overwhelming reason for this is that every day, more and more consumers are learning of our unmatched flavor experience, and falling in love with our brand,” Wingstop senior vice president, chief marketing officer Maurice Cooper said in a statement. “Leo Burnett and 3Headed Monster have brought a fresh and exciting perspective to how we showcase this experience, and bring it to life in a bigger way. They are the right agency partners to help us continue on our exceptional growth journey. We look forward to strong and productive relationships.”
In a statement, Leo Burnett Group North America CEO Andrew Swinand said that Leo Burnett and Wingstop share a vision “to disrupt our respective industries and drive transformational growth through creativity.”
“Wingstop is poised for big things and we’re proud to join the team that Maurice has put together,” added 3Headed Monster founder and creative chairman Shon Rathbone. “This is a brand with a passionate fan base and we look forward to activating that passion at street level, and bringing new converts through the doors in a major way in 2019.”
Both Leo Burnett and 3Headed Monster have already begun working on creative for the brand, which is expected to debut early next year.