MIAMI — Fast-food giant Burger King, which is in midst of a full-scale push to revive US sales, has moved its PR business to ICR, ending a decade-long relationship with Alison Brod Marketing + Communications.

ICR was formally named Burger King consumer agency of record following a competitive review last fall, which the chain called “a critical time for the US brand” ahead of a major brand refresh.

The agency’s remit includes reintroducing Burger King through earned media and brand buzz, handling strategic management and execution of consumer lifestyle media relations, partnerships, and special events. ICR’s charge also includes driving ongoing affinity and awareness as Burger King continues its $400 million turnaround plan.

Burger King also appointed Conill to handle multicultural marketing. As the chain’s first-ever culture and brand partnerships agency of record, Conill is tasked with helping Burger King establish stronger bonds with diverse consumers through culturally relevant campaigns and partnerships. The company hired new media and creative agencies last year as well.

Burger King had worked with its incumbent agency since 2013, when it hired Alison Brod. The company, which is owned by Restaurant Brands International, said during the review that it spends between $1 million and $1.4 million a year on PR.

The switch in US PR agency follows a string of changes in Burger King’s agency partnerships. In February 2022, the fast-food chain awarded Splendid Communications its UK PR brief, which previously belonged to Frank. In April, RBI named Omnicom’s PHD Burger King US’s media agency of record and OKRP the brand’s creative AOR.

All of which comes as the chain pursues its two-year, $400 million plan to reinvigorate its flagging US business. That plan includes Burger King increasing its two-year advertising spend by 30% to $120 million and putting another $200 million into renovating about 800 stores.

“After a year of high-profile growth and change for Burger King in the U.S., we are excited to have ICR and Conill join our integrated agency team and for their expertise as we collectively champion our guests and continue on our mission to Reclaim the Flame,” said Tom Curtis, President of Burger King North America.