ICR and Conill Added as Latest Agencies of Record, Joining the Strategic Ecosystem of Agencies Supporting the Iconic Brand’s Plans to Reclaim the Flame in 2023 and Beyond
MIAMI, MARCH 27, 2023 – Burger King U.S. today announced that strategic communications firm ICR and cultural and brand partnership marketing agency Conill have been tapped to join the brand’s growing list of world-class agency partners. Both will bring their expertise – ICR in public relations and Conill in multicultural and brand partnership marketing – to support the internal Burger King U.S. marketing team in bringing updated messaging, and refreshed storytelling around the overall brand experience to consumers across the United States.
ICR is taking the reins as the new consumer public relations agency of record for Burger King U.S., bringing decades of experience and expertise in the QSR and broader restaurant categories to the brand. Its proven success and award-winning, creative approach to public relations that measurably drives the bottom line is why ICR was selected as the right partner for Burger King as it looks to further cement itself in the minds of U.S. Guests. The agency will aid in reintroducing the brand through earned media and brand buzz, handling strategic management and execution of consumer lifestyle media relations, partnerships, special events and more that drive ongoing affinity and awareness as Burger King continues its multi-year plan to Reclaim the Flame.
Conill has been appointed as the first-ever culture and brand partnerships agency of record for Burger King U.S. It will play a pivotal role in helping Burger King establish stronger bonds with a highly diverse consumer base through a wide range of touchpoints, along with culturally relevant campaigns and partnerships. During the review process, Conill’s distinctive approach that focuses on culture and identity stood out, rather than ethnicity, to cater to an evolving and expanding multicultural audience. With its extensive experience in the multicultural space, Conill will complement the efforts of the brand’s other agency partners.
“After a year of high-profile growth and change for Burger King in the U.S., we are excited to have ICR and Conill join our integrated agency team and for their expertise as we collectively champion our Guests and continue on our mission to Reclaim the Flame,” said Tom Curtis, President of Burger King North America.
2023 is poised to be an exciting year for Burger King and its Guests, both existing and new. The brand is dedicated to reemerging as a modern QSR leader and consumer favorite and has strategically selected key players to build upon and continue to grow its recent marketing successes.
