As part of a bid to reinvent itself, Dunwoody, GA-based fast-food chain Krystal, which recently emerged from bankruptcy protection, has appointed Atlanta-based Dagger as its new advertising agency of record. The agency has just launched its first campaign for the food chain.
It’s been an event-filled year for the restaurant chain, which has more than 300 locations in the South. In January, it filed for bankruptcy. In May, as the pandemic was raging, the company was bought by Softbank subsidiary Fortress Investment Group.
Krystal’s vice president of marketing, Angela Johnson, said: “We are excited to partner with Dagger, which will lead our creative efforts in modernizing the brand voice and messaging as we grow brand equity in a way that honors Krystal’s iconic heritage and unique appeal.” The chain was founded in 1932.
The new campaign is called “Big Country” and promotes a limited-time-offer for the Country Fried Steak Krystal meal.
The campaign features rapper Fabo.