Yum! Restaurants moves the creative business of Taco Bell to Ogilvy

The agency, which already handles the creative duties of one of the shopper brands -- Kentucky Fried Chicken (KFC) -- has won the duties of Taco Bell, without a pitch. Prior to this, JWT was the incumbent agency.

Yum! Restaurants India, which runs a chain of restaurants and quick-service eating joints like Pizza Hut and KFC, has assigned the creative duties of its Mexican-style quick-service restaurant Taco Bell to Ogilvy. The agency won the account sans any pitch. The account will be handled from Ogilvy's Delhi office.

Prior to this, JWT was the incumbent agency.

Confirming the development to afaqs!, Unnat Verma, general manager, Taco Bell, Yum! Restaurants India, says, "After handling KFC, Ogilvy has begun to understand the category very well. The idea is to build Taco Bell as a successful shopper brand now. Moreover, we wanted to consolidate all our brands under one roof."

Last year in March, Yum! Restaurants India opened the first outlet of Taco Bell in Bengaluru, with the aim to tap the young consumer segment. The company has kept an affordable price range, with items available at the outlet priced between Rs 18 and Rs 79. Customers can have unlimited quantity of Pepsi for a single-time payment of Rs 35. According to media reports, the chain plans to open 100 outlets by 2015.

For the record, the Louisville (Kentucky)-based company Yum! Brands, operates over 5,600 Taco Bell restaurants in the US, which specialises in Mexican items like tacos, burritos and quesdillos. Currently, Yum! Restaurants runs over 50 KFC outlets, and more than 110 Pizza Hut restaurants in India.