The proof is in the pudding.
A while back, we published an article that touched on the fact that Chick-fil-A dropped their relationship with their ad agency, The Richards Group, after 22 successful years. In light of this bold move, Boston Market ceased the opportunity to hire The Richard Group for themselves.
When it comes to the fast-food industry, The Richards Group has a strong track record of persuasive advertising; remember the "Eat Mor Chikin" ads? Boston Market is best-known for it's always fresh, never frozen rotisserie chicken and home style meals.
Boston Market's Vice-President of sales and marketing Tim Hartmann stated:
“The Richards Group will play a key role in Boston Market’s efforts to refresh our brand and appeal to new customers as we grow and open new restaurants”. “We are working across all of our marketing and communications channels to develop creative and compelling messaging that positions Boston Market as the go-to dining establishment for fresh, all natural, rotisserie chicken and delicious home style cooking. We were impressed with the caliber of strategic thinking that The Richards Group demonstrated and believe they will be a great partner as we execute our growth plan and marketing strategy.”
We are likely to see The Richards Group's first media work in early 2017. Mr. Kroencke also added that a new campaign for the brand should be expected sometime in the second quarter of next year. He goes on to say:
"We haven't concepted the new campaign idea yet, but as always, we're going to look for an insight we can build an idea around, then execute that consistently across multiple points of contact."
The Richards Group will be dedicating approximately 20 of its people to the Boston Market business.
Boston Market has some great core values as seen in this brand essence video. I predict great things for them next year.
Morty Silber, CEO
Mad Strategies Inc.
a Wizard of Ads Partner