KFC has picked Rapp as its CRM partner in the UK and Ireland, the fast-food giant announced.
The solutions provider battled against Havas and MRM in the final round of the process and will replace Iris.
Iris was awarded the account in 2017 but did not take part in the review of its CRM technologies.
Meg Farren, chief marketing officer at KFC UK & Ireland, said: “Through the pitch process, we have been privileged to see some amazing thinking about the future potential of CRM and loyalty for our brand.
“In the end, we have come to the conclusion that Rapp will be the best partner to help us achieve our ambitions – we’re really looking forward to working with them and are excited for this new chapter.”
Rapp lost its long-standing Volkswagen account this month to Havas, meaning the result with KFC will no doubt be a positive for the business.
Gabby Ludzker, chief executive of Rapp, dubbed the success of their campaign “the dream win – creating the future of CRM and loyalty for a cult brand”.
She added: “The ambition of the brief and the brilliant client collaboration along the way meant we loved every minute of the pitch – we now can’t wait to get started.”
The news comes after KFC temporarily scrapped its famous ‘Finger Lickin’ Good’ slogan last year when the COVID-19 pandemic hit.
