Burger King® has announced new U.S. agency partners as the brand accelerates momentum and sharpens its focus on cultural relevance, Guest engagement, and growth. As part of the updated agency bench, Burger King has named Praytell as its U.S. Public Relations Agency of Record and appointed Mojo Supermarket as its U.S. Social Agency of Record.

With social and earned conversation increasingly shaping how brands are discovered and experienced, the brand is investing in partners that help its ideas resonate more deeply and travel further.

“Burger King is moving in real time and our capability to connect with Guests, lapsed users and new Guests require us to move faster and with more relevance,” said Joel Yashinsky, Chief Marketing Officer, Burger King U.S. “Social and earned require brands to bring their authentic and sometimes aspirational selves to our Guests in real time. As we elevate the Burger King brand our integrated agency team has been completed with these great new additions.”

As Public Relations Agency of Record, Praytell will lead earned media and influencer relations, from major menu introductions, seasonal initiatives, partnerships, and corporate storytelling. The agency will also help identify culturally informed storylines that reinforce the brand’s positioning and strengthen its connection with Guests.

“From our earliest conversations, it was clear that Burger King deeply believes in the power of earned and is committed to true collaboration,” said Katelyn Driscoll, President, Praytell. “Partnering with a brand that values curiosity, strategic thinking, and bold ideas is a recipe for how we’ll get more ‘what if we’ ideas out in the wild and turn them into meaningful impact.”

As Social Agency of Record, Mojo Supermarket will lead the brand’s U.S. social strategy and creative, spanning platform-first thinking, always-on content, community engagement, and cultural activations designed to turn attention into fandom.

“I’ve been trying to get Burger King as a client since Mojo Supermarket was two people in a WeWork — I’ve got receipts to prove it,” said Mo Said, Founder and CEO, Mojo Supermarket. “It’s one of the most iconic brands in the world and has always understood the power of participation. Our job is to help unlock that energy on social every day — not by chasing trends, but by creating work people genuinely want to engage with and share.”

Together, Praytell and Mojo Supermarket will partner closely with the broader Burger King agency teams to ensure ideas are conceived with cultural impact in mind, brought to life through social, and amplified through earned engagement, all grounded in the brand’s long-standing challenger spirit.