Monday 18 November 2019
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Wingstop Names 3Headed Monster AOR to Strengthen Local Marketing Effectiveness

Wingstop Names 3Headed Monster AOR to Strengthen Local Marketing Effectiveness

Leo Burnett Chicago Named as Lead Creative Agency

Wingstop (NASDAQ: WING), the award-winning wing experts with more than 1,200 locations worldwide, recently announced Leo Burnett Chicago as its new lead creative agency of record following a multi-agency pitch. In this capacity, Leo Burnett will have responsibility for Wingstop’s integrated marketing communications strategy, including advertising, promotions, measurement, and optimization efforts. To better connect franchisee investment to the new national strategy and to further strengthen the effectiveness of local marketing, Wingstop has assigned this portion of its business to 3Headed Monster, based in Dallas.

“Wingstop’s growth continues to outpace the industry, and we are well on our way toward becoming a top-10, global restaurant brand,” said Maurice Cooper, Senior Vice President and Chief Marketing Officer, Wingstop. “The overwhelming reason for this is that every day, more and more consumers are learning of our unmatched flavor experience, and falling in love with our brand. Leo Burnett and 3Headed Monster have brought a fresh and exciting perspective to how we showcase this experience, and bring it to life in a bigger way. They are the right agency partners to help us continue on our exceptional growth journey. We look forward to strong and productive relationships.”

Wingstop and Leo Burnett share a similar vision: to disrupt our respective industries and drive transformational growth through creativity,” said Andrew Swinand, CEO, Leo Burnett Group North America. “We’re thrilled to be on this journey together, and fans will get a taste of what we have been working on in Q1 of 2019.”

3HM Founder and Creative Chairman Shon Rathbone adds, “Wingstop is poised for big things and we’re proud to join the team that Maurice has put together. This is a brand with a passionate fan base and we look forward to activating that passion at street level, and bringing new converts through the doors in a major way in 2019.”

Both agencies have already started work on the new creative that will launch early next year. Starcom, also part of Publicis Groupe and based in Chicago with Leo Burnett, will continue to lead all media planning and connections efforts for Wingstop. Edible, Inc., who Wingstop brought on earlier this summer, will oversee all public relations, corporate communications and influencer outreach for the brand. 

About Wingstop

Wingstop Inc. (NASDAQ:WING) was founded in 1994 and is headquartered in Dallas, Texas. Wingstop operates and franchises more than 1,200 restaurants across the United States and nine other countries around the world. The Wing Experts’ menu features classic and boneless wings with 11 bold, distinctive flavors including Original Hot, Cajun, Atomic, Mild, Spicy Korean Q, Lemon Pepper, Hawaiian, Garlic Parmesan, Hickory Smoked BBQ, Louisiana Rub, and Mango Habanero. Wingstop’s wings are always cooked to order, hand-sauced and tossed and served with our fresh-cut, seasoned fries and made-from-scratch Ranch and Bleu Cheese dips. The Company has grown its domestic same store sales for 14 consecutive years, has been ranked #3 on the “Top 100 Fastest Growing Restaurant Chains” by Nation’s Restaurant News (2016), was ranked #7 on the “Top 40 Fast Casual Chains” by Restaurant Business (2016), and was named “Best Franchise Deal in North America” by QSR magazine (2014). For more information visit or Follow us on and Twitter @Wingstop.

About Leo Burnett Chicago

Leo Burnett is a creative solutions company founded on the idea that “what helps people helps business.” By solving human problems with the power of creativity, Leo Burnett delivers value for people and prosperity for brands. Part of the Publicis Power of One, Leo Burnett won 47 Lions at the 2017 Cannes International Festival of Creativity, including the Grand Prix for Creative Effectiveness. To learn more about Leo Burnett and its rich, 83-year history, visit our siteFacebook page and follow us via @leoburnettchi.

About 3Headed Monster

3Headed Monster, founded in 2014, is an independent creative shop based in Dallas. In 2017, Ad Age named 3Headed Monster one of their Small Agencies of the Year, awarding them a Silver for the Southwest Region. 3HM clients include Wingstop, Nothing Bundt Cakes, Soraa light bulbs, ProSupps sports supplements, Travelocity, BMW and Bridgestone.

3Headed Monster

OUR AMBITION IS TO BUILD THE BRANDS THAT WILL CREATE A BETTER TOMORROW. We call them Tomorrow Brands™. Tomorrow Brands relentlessly innovate and work to make life better for the people they serve. And they demonstrate their values with action. At the heart of our agency is a passion to help those brands win. Tomorrow Brands don’t need yesterday’s agency. They need a new agency mutation. 3Headed Monster combines the modern essentials – Story, Design and Technology – to solve tough strategic problems and accelerate growth. We are are a full service ad agency in the body of tech startup. More nimble, more efficient, more tomorrow.