Wingstop Taps Hello as Full-Service Agency for Australian Market Entry

Off the back of a competitive pitch process, Wingstop has appointed Hello as its full-service agency of record for the Australian market.

The global fast-casual dining powerhouse has over 2,500 stores worldwide and a "cult-like" fan base globally.

Hello will lead brand, creative, media, earned, experiential, digital, social, collaborator, in-store, POS/retail, one-to-one, and loyalty programs.

Wingstop’s arrival to the Australian QSR category is highly-anticipated, and Hello managing partner Sam Kelly said the partnership signals a "bold, flavour-packed new chapter" of Australian fast-casual dining.

"After externalising our full-service offering in January, this is a huge validation of our 'Creative Intelligence' methodology and 'Brand Experience for the Digital Era' model," Sam said.

"Wingstop is one of the world's most exciting brands. They have a rich history and well-established presence in the US as sponsors of the NBA and UFC. Conversely, in emerging markets like the UK, they have won over Gen Z by tapping into culture and letting collaborators lead.

"Our approach locally will focus on a combination of big brand-building and activating Gen Z trendsetters in new media environments. This is a brand that doesn’t do quiet, and like the flavour: we’re here to make noise.”

With the brand roll-out underway, the first store launch is scheduled for this weekend.

Fellow American outfit Wendy's also recently launched in Australia, led by VML and local indie Today the Brave.