Burger Chain Preps ‘Rare’ Push

LOS ANGELES Independent G&M Plumbing has added creative chores for the Red Robin Gourmet Burgers restaurant chain.

Red Robin spent more than $2 million on advertising in 2005, per Nielsen Monitor-Plus. The work was previously produced in-house.

Mickey Taylor, co-creative director at the Manhattan Beach, Calif., shop, said the agency has begun production on the client’s “first big TV push,” which he expects to launch in the third quarter. “We’re doing a broadcast campaign with Web elements,” he said, “a campaign that can be executed in a lot of different media.”

Taylor said of the win, “It’s huge for us. We have experience in the category [Del Taco] and this brand is taking us a step up creatively. It is rare that agency can be an evangelist for the brand on a personal level. In this case we’re true believers and hope it comes through in the work.”

The Greenwood Village, Colo.-based chain operates more than 300 restaurants throughout the U.S. and Canada.

Other G&M clients include HBO Home Video, Radio Disney and SoapNet.