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.
from Media Post: https://www.mediapost.com/publications/article/319809/darden-appoints-brunner-aor-for-cheddars-scratch.html
Ocean Spray is conducting a creative agency review, reports Adage.com. The review comes after a 20-year relationship with Havas Group agency Arnold.
According to the report, Arnold is not expected to defend.
SelectResources International is managing the review process.
from Media Post: https://www.mediapost.com/publications/article/319608/ocean-spray-launches-agency-review.html
After more than 20 years of working with Arnold, Ocean Spray is looking to shake up its agency roster.
SelectResources International is running the review. Arnold—which Ocean Spray credited five years ago with keeping its cranberry grower-owner advertisements “fresh”—is not believed to be defending the account.
“We are extremely proud of our 20-plus-year relationship with Arnold and all the work we have done together to build the Ocean Spray brand,” a spokeswoman wrote in an email to Ad Age. “As we work to expand our portfolio and cause disruption in the food and beverage space, we feel it is important for us to look at our business differently, both internally, as well as how we work with agency partners. We look forward to expanding our roster of agencies to help fuel the next chapter of the brand’s success.”
Read more at Ad Age: http://adage.com/article/agency-news/decades-arnold-ocean-spray-expand-agency-roster/313574/
Perennial Super Bowl presence Avocados from Mexico has chosen Energy BBDO as its new ad agency of record after a competitive review.
The organization—which is a nonprofit trade group representing the Mexican Hass Avocados Importers Association and the Association of Growers and Packers of Avocados From Mexico—issued an RFP earlier this year, aiming to consolidate its marketing efforts with a single agency, according to senior director of marketing Kevin Hamilton.
Hamilton told Adweek that his team is “very excited” about working with Energy BBDO. “The have the right experience and a nice client base with some overlap with regards to our consumers,” he said. “They also have Super Bowl experience, and the creative team really wowed us. From accounts to strategy, analytics and leadership, they were pretty impressive across the board.”
“Avocados from Mexico is a recognizable and fun brand,” added Energy BBDO managing director Jeff Adkins. “We’re excited to partner with Kevin and the entire team to continue building the AFM brand and help even more people fall in love with this amazing and delicious fruit.”
Arnold has served as the organization’s official AOR since its 2013 inception, while Austin’s GSD&M played the more visible role of creating its Big Game campaigns starting in 2015.
Read more at Creativity-Online: http://www.adweek.com/agencies/avocados-from-mexico-consolidates-ad-business-with-energy-bbdo/
Chili’s Grill & Bar named O’Keefe Reinhard and Paul as its agency of record. The agency’s work has helped spark improvements in the chain’s sales and traffic.
Chili’s began working with OKRP in 2017 on a project basis, including the “Chili’s is back, baby” work that debuted in the fall.
“Rarely do things work out this well in this business,” Chili’s Chief Marketing and Innovation Officer Steve Provost tells Ad Age. “They make us feel like their only client, they’re fast and they’re just really creative.”
Chili’s is currently promoting a “3 for $10” deal with a starter, entree and soft drink as another way to entice diners as the overall casual-dining industry tries to rebound.
OKRP will now be its strategic partner on communication, brand strategy, category strategy and on how to maximize a message across various media, Provost says, adding that Chili’s is ready to “speak with one voice and a much louder voice.”
Provost joined Chili’s in March 2017 after serving as president of Maggiano’s, a smaller chain also owned by Chili’s parent company Brinker International. In September, Chili’s cut 40 percent of the items on its menu and added more meat to its burgers, ribs and fajitas. Ads from OKRP began airing in early October.
Chili’s continues to work with 360i as its media agency, Fact & Fiction as its social agency and Ansira on email and digital marketing, Provost says.
Read more at Ad Age: http://adage.com/article/agency-news/chili-s-picks-okrp-agency-record-project-work/313383/