By Steve Krajewski
DALLAS–Fogarty Klein & Partners, Houston, leveraged 15 years of work for various restaurant clients to land the broadcast creative account of Captain D’s last week.
Fogarty edged Trone Advertising of Greensboro, N.C., for the estimated $4 million account, put in play after the client parted ways with Valentine-Radford of Kansas City in January.
A third contender, Fitzgerald & Co., Atlanta, withdrew before final presentations to executives at the Nashville, Tenn.-based seafood restaurant chain.
Fogarty Klein & Partners principal Bill Fogarty told Adweek the agency began seeking a quick-service restaurant account (QSR) last year, after losing its work for Domino’s Pizza in a consolidation of regional advertising assignments.
‘When Domino’s consolidated, we started looking aggressively for another client in the QSR category. We went after Captain D’s hard,’ Fogarty said. ‘We’ve been working off and on with restaurant accounts for the past 15 years and that helped.’
‘The competition was the kind you want to be in,’ said Tom Mooth, executive vice president and chief operating officer for Trone. ‘It was well run and very fair,’ he noted, adding with a laugh, ‘They just made one mistake (in not selecting Trone).’
Jeff Hunter, director of marketing at Captain D’s, said, ‘I think the clincher for Fogarty was that the staff had extensive restaurant experience and an understanding of the issues in the category.’
Hunter said Fogarty’s challenge would be to deliver a clear brand identity in its TV and radio work, while maintaining a strong promotional element. Captain D’s has 600 units, with a concentration in Birmingham, Ala.; Atlanta; Nashville and Memphis, Tenn.
Fogarty said his shop’s speculative creative presentation included a new tagline for the client. He said further research will be required to determine whether it would be used in new ads.
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