Wingstop Names Leo Burnett Lead Creative Agency

Dallas-based, chicken wing-focused casual dining Wingstop has named Leo Burnett as its lead creative agency of record, following a review.


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.”

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