After acquiring Cheddar’s Scratch Kitchen for $780 million last year, Darden Restaurants has appointed Brunner as the casual chain’s new AOR. Dallas-based Moroch previously serviced the account.
Initial work will center on helping refine the brand’s positioning, and on developing new digital marketing campaigns. The creative direction has not been precisely spelled out yet, though messaging will likely continue to play up its made-from-scratch ethos and the chain’s well-known dishes, like House Smoked Baby Back Ribs and hand-battered Country Fried Chicken.
With more than 158 locations in 28 states, Cheddar’s serves more than 6,000 guests each week.
Brunner’s mix of digital targeting expertise and creative talents are said to have helped land the business. “The combination of our strong category experience and our advanced data analytics capabilities will support the Cheddar’s team as they work to build greater brand awareness and increase guest frequency,” says the agency’s CEO Michael Brunner.