Red Robin Splits with KBS

Red Robin appears to be in search of a new creative agency.

KBS is no longer working with the client, according to sources with direct knowledge of the matter. Red Robin has yet to respond to repeated requests for comment. As of publication, a KBS spokesperson has also yet to respond to our request for comment.

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The burger-focused casual dining chain appointed KBS as its agency of record in July of 2016, following a review launched that April. KBS subsequently rolled out a man bun-mocking campaign at the beginning of the year. Red Robin had previously worked with Vitro, which it named as its AOR back in 2013.

KBS announced yesterday that it would not be participating in longtime client BMW’s creative review, which was launched in October.

from AgencySpy: http://www.adweek.com/agencyspy/we-hear-red-robin-splits-with-kbs/140859

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Chili’s Selects Fact & Fiction as Social Media AOR

Casual dining chain Chili’s Grill & Bar has appointed Boulder, Colorado-based Fact & Fiction as its social media agency of record.

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“In a rushed and oversaturated world where you have milliseconds to capture someone’s attention, we realized that telling our story through social media was an area where we could reinvent ourselves,” Chili’s chief marketing and innovation officer Steve Provost said in a statement. “We needed the right partner to challenge us, energize us and give us the production chops to be able to tell our story at the speed of social.”

“Social should be fun – it’s the perfect avenue to articulate a brand’s personality and voice strategically, yet fearlessly,” added Fact & Fiction partner Kyle Taylor. “The Chili’s brand has a strong heritage for a reason, and I’m thrilled that we get to help tell the story of what they do best: connecting friends and family over burgers, ribs and fajitas.”

Back in May, Chili’s parted ways with longtime agency partner Hill Holliday. At the time, the chain said it would move to working with agency partners on a project basis for future broadcast and digital campaigns. Hill Holliday had worked with the brand since winning the account away from GSD&M, an incumbent of some two decades, back in 2007. Chili’s subsequently launched a review which it concluded by awarding a project assignment to O’Keefe Reinhard & Paul.

Chili’s spent a total of around $129 million on measured media in the U.S. last year, according to Kantar Media.

from Agency Spy: http://www.adweek.com/agencyspy/chilis-selects-fact-fiction-as-social-media-aor/140608

Kraft-Heinz Names mcgarrybowen as Creative Agency of Record for the Planter’s Nuts Brand

CPG giant Kraft-Heinz has handed creative duties for its Planter’s nuts brand to mcgarrybowen.

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“The Planters work has shifted to mcgarrybowen,” a company spokesperson confirmed today after two weeks of email queries regarding the status of the business.

The representative declined to clarify whether this move followed a formal review.

The account had bounced around several times in recent years. In late 2014, the Kraft company consolidated work for many of its brands with four agencies: Leo Burnett, CP+B, Taxi and mcgarrybowen. Leo Burnett was seen as the big winner, taking in Planter’s in addition to Philadelphia Cream Cheese, Cool Whip and several others.

Droga5, The Martin Agency, W+K and VSA were among the losers in that round.

Several months later, Kraft and Heinz merged to create the world’s fifth-largest food and beverage conglomerate.

Yet, despite reports of Publicis Groupe taking business from other holding groups in the aforementioned shakeup, TBWA\Chiat\Day created campaigns for Planter’s as recently as 2015. It also worked on the brand before news of the big review.

Representatives for both Leo Burnett and mcgarrybowen deferred to the client for comment. We’ve reached out to TBWA and will update this post with more detail when it arrives.

According to the latest from Kantar Media, Kraft-Heinz spent $41 million promoting the Planter’s brand in 2016 and just under $27 million during the first six months of 2017.

from AgencySpy: http://www.adweek.com/agencyspy/kraft-heinz-names-mcgarrybowen-as-creative-agency-of-record-for-the-planters-nuts-brand/140598

Scoppechio Celebrates Day of the Dead in First Work for El Jimador Tequila

Brown-Forman Tequila brand el Jimador named Louisville, Kentucky agency Scoppechio as its agency of record this past summer, with the agency’s first work for the brand expected to center around Day of the Dead celebrations.

With the aforementioned holiday on the horizon (it occurs the day after Halloween), the agency has launched the anticipated campaign, featuring the “World Largest Day of the Dead Toast.”

A 30-second animated spot introduces the occasion with a host of Day of the Dead characters which invites viewers to participate in the event.

Scoppechio chief experience officer Stephen Childress created the 3D character animation concept and the agency worked with New York’s Buck Designs to bring it to life.

“We’re really pleased with the style of the work,” Childress said in a statement. “The animation and music are very cool and set the stage for how we speak across all platforms. It’s very distinctive for the el Jimador tequila brand.”

“Day of the Dead is fast becoming part of the Halloween season here in the U.S. as our Hispanic population has grown and made such a popular impact on our culture” added Scoppechio CEO Jerry Preyss. “A tequila toast is an appropriate way to celebrate the event with family and friends and el Jimador tequila is the perfect choice for this fun occasion,” added Preyss.”

“We love the vibe of this year’s Day of the Dead work,” el Jimador senior brand manager Ed Carias said in a statement. “The production values are wonderful and the response so far from our target audience who is engaging with the brand is far outpacing last year’s efforts, so we are expecting a nice sales lift from this campaign.”

In addition to launching its first work for the new client, Scoppechio is also celebrating its 30th anniversary this month, as well as a move to a new headquarters in Kentucky’s tallest building at at 400 W. Market Street. The new space contains both a slide and a boat.

from AgencySpy: http://www.adweek.com/agencyspy/scoppechio-celebrates-day-of-the-dead-in-first-work-for-el-jimador-tequila/139110

 

22squared, SweetWater Brewing Launch ‘Fish for A Fish’ Campaign to Stock Georgia Waters

Independent agency 22squared teamed up with Atlanta brewery SweetWater, the nation’s 15th largest craft brewer, for a campaign aimed to help stock Georgia waters with healthy trout.

The effort is aimed around a limited-time packaging initiative. For October and November cans of 420 Extra Pale Ale and IPA, SweetWater’s flagships beers, will feature artwork which can be stacked to create an image of a rainbow trout. Customers are then encouraged to share images of the stacked cans on social media, using the hashtag “#fishforafish.”

For each such post, SweetWater, in partnership with the local DNR, will stock a local stream or river with healthy trout.

A Georgian could presumably spend a day drinking SweetWater while fishing, snap a pic, post using the hashtag, and help stock those very waters for future fishing trips.

22squared was responsible for concepting the packaging initiative, working closely with the brewery, as well as the design, overall campaign and marketing initiative.

“SweetWater is a brand that really lives its values. With the #fishforafish program, they’re combining their passion for our local waters with a packaging innovation that’s super fun,” 22squared executive creative director Al Patton said in a statement. “It’s great to see the stackable fish can photos spreading over social media, especially knowing each one is having a positive impact on the environment.”

“From day one, our passions for beer and fishing, and our abiding love and respect for the outdoors, have inspired the brand and informed the business strategy,” added SweetWater Brewing Co. founder Freddy Bensch. “22squared has done a phenomenal job of understanding our brand and our culture, and that’s evident in these sweet trophy trout cans.”

The “Fish For A Fish” campaign is tied to the brand’s connection to the outdoors and its larger culture of promoting environmental efforts. Another such effort, the brewery’s annual “Save Our Water” campaign, has raised over a million dollars for clean water initiatives.

This year, 22squared launched SweetWater’s first brand campaign, entitled “Where There’s Water, There’s SweetWater.”

from AgencySpy: http://www.adweek.com/agencyspy/22squared-sweetwater-brewing-launch-fish-for-a-fish-campaign-to-stock-georgia-waters/139025

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