Burger King Vietnam has appointed Y&R for digital and creative duties following a three-way competitive pitch. Y&R Vietnam has been selected to launch Burger King’s new menu as well as lead the fast-food chain’s city stores’ first anniversary celebrations. The new campaign is set to roll out from the end of September across multiple channels.

Commenting on Y&R’s appointment, Eric Dew, General Manager for Burger King Vietnam said, “Y&R displayed a great understanding of our category and challenges. This set them apart right from the first presentation. Once their insight and creativity was added into the mix, their appointment was the right choice for us at the right time. Burger King’s footprint of stores is increasing monthly and we are looking forward to continued growth with Y&R’s support as our marketing communications partner.”

Y&R Vietnam, CEO, Matthew Collier added, “It is an honour having been selected to represent Burger King and I’m proud of the work the team has produced over the last few months. We’re at a crucial time in the brand’s development, but now is not the time to be complacent. With more competitors coming on stream over the next year, we’ve got a window to own the hamburger market in Vietnam and that’s what we’ll be aiming to achieve.”