Boston Market Names Fallon Advertising Agency of Record
Boston Market announced today it has assigned its advertising account to Fallon Minneapolis. The announcement follows an accelerated search for an advertising partner that will help the company re-establish its brand in 2009. Fallon will handle creative development, media strategy, and media buying, among other responsibilities.
'Our goal for the new year is to regain our top of mind awareness and relevance with the consumer,' said Judy Cantrell, Boston Market chief brand officer. 'We selected Fallon because they developed creative that showed a deep understanding of our brand and leveraged a positioning we believe can differentiate our brand.'
Fallon will help Boston Market reconnect with lapsed customers and attract a new generation of consumers with strong creative steeped in consumer insights. Since 1981, the Minneapolis-based agency has been creating memorable campaigns for brands such as Holiday Inn Express, Citibank, BMW, and United Airlines. Fallon will begin work immediately with Boston Market and will launch creative in the first quarter.
'Fallon's belief in 'brave work that makes a difference' struck a chord with us,' said Cantrell. 'We believe that Fallon's experience in outsmarting, not outspending the competition can make Boston Market more relevant in today's marketplace.'
Boston Market's plan includes growing same store sales in 2009 and opening new restaurants in 2010. The company is making gains following a successful promotion of its famous rotisserie chicken in October at a value price of $1.99 with the purchase of a family feast. The chain also experienced increased sales results the week of Thanksgiving, the company's biggest week of the year.
'Fallon is eager to begin work with Boston Market,' said Chris Foster, CEO for Fallon North America. 'We believe in the quality of Boston Market's food and the impact a good meal can have in an individual's busy day. Leveraging every dollar against an ownable creative idea is even more compelling in harsh economic times.'
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