- Firehouse Subs is stepping beyond a single-agency model for the primary time since its founding in 1994, according to a press release.
- Indie shop Orchard has been named the chain’s lead creative agency following a review that kicked off in March, replacing TRG. Omnicom Group’s PHD will handle media as agency of record, leveraging its data-driven Omni platform to drive growth.
- Other appointments include Quality Meats for activations and partnerships; 500 Degrees for in-restaurant merchandising and on-premise experiences; Jones Knowles Ritchie (JKR) for design; and ICR for public relations. PHD and 500 Degrees already support the remaining of the portfolio for Firehouse Subs parent Restaurant Brands International (RBI).
Firehouse Subs is shifting to a multi-agency model within the chase for greater scale and more distinctive brand storytelling at a moment when consumers haven’t any shortage of sandwich options come lunchtime. The company, which was founded by two former firefighter brothers, was acquired by restaurant giant RBI for $1 billion in 2021. RBI has pushed to grow Firehouse Subs’ international footprint, opening its first locations outside of North America last yr and striking a deal to bring the brand to the Middle East.
The agency roster shakeup aligns Firehouse Subs’ marketing services model with sister RBI brands like Popeyes, Tim Hortons and Burger King, which already work with PHD and 500 Degrees. In addition, Burger King uses ICR for public relations. Burger King two years ago underwent the same agency overhaul, changing its approach to creative and media in ways designed to have an effect on consumers.
As the brand new top creative shop, Orchard is tasked with constructing a brand platform based on Firehouse Subs’ premium hot sandwiches, roots in the primary responder world and purpose-driven programs just like the Firehouse Subs Public Safety Foundation. TRG, formerly The Richards Group, previously led creative since 2016. On the media front, the chain is tapping into PHD’s data-driven Omni capabilities to uncover latest growth audiences and drive sales.
JKR goals to make Firehouse Subs’ visual identity more distinctive while ICR is predicted to generate earned media and other varieties of buzz for the brand. 500 Degrees will lead merchandising efforts, including those around product packaging, and Quality Meats is handling activations and key partnerships to engage customers and employees.
Firehouse Subs currently has over 1,200 locations across 46 states, Canada and Puerto Rico. Most of those restaurants are franchised and the corporate consulted with its franchisee board of directors on the brand new agency line-up. This is one among the primary major moves from Firehouse Subs CMO Dena vonWerssowetz, who joined the brand from PepsiCo in November.
“After an in depth search that included multiple chemistry checks, workshops and priceless input from our franchisee marketing board of directors, we couldn’t be more thrilled to partner with Orchard, in addition to PHD, Quality Meats, 500 Degrees, JKR and ICR, as we collectively shape the blueprint for the long run of Firehouse Subs,” said vonWerssowetz in a press release.
“We are at an exciting growth moment for the brand and the time is correct for us to capitalize on our momentum to move to a multi-agency team of experts that bring the creative firepower, speed and agility our brand deserves now and in the long run,” the manager said.
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