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Yum! Brands Debuting First Advertising Campaign on Network Television

Strategic Insights

— 2 min read

Yum! Brands, the world's largest restaurant company, announced its debut on network television with the launch of five new 30-second commercials during the 132nd Kentucky Derby. The campaign, featuring the tagline "The World Says Yum!", aims to increase awareness of the company among millions of potential individual investors. The ads, created by Foote, Cone & Belding Chicago, highlight Yum! Brands' global portfolio and growth potential, showcasing the company's dominance in the chicken, pizza, and Mexican-inspired restaurant categories.

Key Takeaways:

  • Yum! Brands is debuting its first advertising campaign on network television with five new 30-second commercials during the 132nd Kentucky Derby.
  • The campaign aims to increase awareness of the company among millions of potential individual investors, with a focus on traditional Derby viewers who match the profile of individual investors.
  • The ads highlight Yum! Brands' global portfolio and growth potential, showcasing the company's dominance in the chicken, pizza, and Mexican-inspired restaurant categories.
  • Yum! Brands has 272 million shares outstanding, traded on the New York Stock Exchange, and a goal to increase its individual investor base to 30% over time, from its current 20%.
  • The company's stock has increased 24% on a 5-year compounded annual growth rate, with a first quarter earnings release raising its full-year EPS outlook to at least $2.81, 11% growth prior to special items.
  • The campaign's tagline is "The World Says Yum!", featuring Yum!'s signature red bubble logo as a word balloon throughout the ads.
  • The ads will air on NBC, ESPN, and ESPN2, with four ads airing once and one ad airing twice during the 90-minute Derby telecast.
  • KFC is also airing a separate commercial, created by Creative Alliance in Louisville, highlighting the brand's rich heritage and Kentucky roots.

Statistics:

  • 272 million shares outstanding, traded on the New York Stock Exchange
  • 20% individual investor base, aiming to increase to 30% over time
  • 5-year compounded annual growth rate of 24%
  • First quarter earnings release raised full-year EPS outlook to at least $2.81, 11% growth prior to special items
  • 132nd Kentucky Derby airing on May 6, with commercials debuting on network television
  • Three new restaurants opened every day in 2005 outside the United States, making Yum! Brands one of the fastest growing retailers in the world

Sources:

  • "Yum! Brands, Inc. Announces Sponsorship of Kentucky Derby," Yum! Brands, Inc.
  • "Yum! Brands to Debut First Advertising Campaign on Network Television," PR Newswire
  • "Churchill Downs Press Release," Churchill Downs Incorporated (NASDAQ: CHDN)
  • "Yum! Brands, Inc. Announces First Quarter Earnings Release," Yum! Brands, Inc.
  • "Yum! Brands, Inc. Press Release," Yum! Brands, Inc.

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