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Benihana has chosen independent agency Cramer-Krasselt in New York for creative and media chores following a review.
This marks the third agency in as many years for the Japanese steakhouse chain. In 2009, it picked Wieden + Kennedy in New York, and a year earlier had selected Cronin & Co. of Glastonbury, Conn.
Though still a recognizable name from its 1970s/80s heyday, the client of late has failed to generate fresh momentum. Wieden’s efforts included an oddball animated spot with a tiki-mug daredevil on a salad cycle leaping over a spread of shrimp.
Benihana’s sales were basically flat last year at $276 million compared to ’08, per research firm Technomic, a better performance than many restaurant chains managed during the height of the recession.
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