Wingstop appoints Hello as full-service agency ahead of Sydney launch

US fast-casual giant Wingstop has appointed Hello as its full-service marketing agency for Australia, ahead of the brand’s long-awaited local debut in Sydney this week.

Hello will lead brand, creative, media, earned, experiential, digital, social, in-store, loyalty and retail activity for Wingstop Australia, Hello’s managing director Sam Kelly announced on LinkedIn.

The appointment is a major win for Hello, which recently externalised its full-service offer under a "Creative Intelligence" model focused on brand experience in the digital era.

Wingstop's first store opens this week in Sydney’s Kings Cross, with bold signage teasing “Flavour landing soon in Wings Cross” and a marketing push targeting Gen Z wing fans through culture-led media and night-time activations.

Founded in Texas in 1994, Wingstop has grown into a US$7.5 billion global powerhouse, with more than 2,500 stores worldwide and a cult-like following. The brand has outlined aggressive expansion plans, with one store every month to open Australia wide.

Leading the local rollout is country manager Steve Kehl, previously with Red Rooster, Oporto and KFC. 

Kelly said the agency’s approach would combine “big brand-building with Gen Z activation” across new media environments. 

“Wingstop is one of the world's most exciting brands,” he said. “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.

"This is a brand that doesn’t do quiet, and like the flavour: we’re here to make noise.”