Wingstop, the fast-casual chicken chain with Agency of Record Leo Burnett since 2018, has put its agency account into review. According to Ad Age, which reported the story, the search is being handled by Joanne Davis Consulting.
Burnett’s creative for Wingstop’s “Thighstop” campaign won the Grand Prix for Creative Commerce at Cannes Lions this year. The campaign was a creative response, from Matt McNulty and Ben Pfutzenreuter, to a national chicken wing shortage in the U.S.
The Addison, Texas-based brand rebranded itself into the fun and infectious Thighstop with rapper (and franchise owner) Rick Ross as the spokesman. Watch below:
Wingstop operates more than 1731 stores globally. Same store sales have increased sales over 18 consecutive years. In 2022, the brand completed a new delivery deal with Uber Eats and successfully launched a chicken sandwich in 12 varieties.
“We anticipated that our chicken sandwich strategy would bring new guests into the brand and capture additional occasions, but we did not expect to see the incredible demand that we saw in our initial launch,” Michael Skipworth, Wingstop’s president and CEO, said during a conference call in late October, according to a Sentieo transcript. “Our initial launch sold out of four weeks of supply in six days demonstrating the long-term opportunity we believe we have with chicken sandwich.”
McNulty and Pfutzenreuter have since left Burnett for OKRP.