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Hambright, Calcagno & Downing (HCD) in Virginia Beach, Va., reeled in more local store marketing work from client Popeyes Chicken & Biscuits here. The budget for the additional 12 Southeast markets is $2.7 million.
HCD gained the business when Popeyes acquired the assets of Charlotte, N.C.-based Regent Foods, owner of 65-plus Hardees restaurants in Georgia and the Carolinas.
The Atlanta client did not conduct a review, primarily because HDC has “longtime familiarity with the business,” said Popeyes’ vice president of marketing, Larry Krueger. The agency has worked on Popeyes local store marketing for 11 years.
New markets the agency will serve are: Albany, Atlanta, Augusta, Columbus and Macon in Georgia; Raleigh, Charlotte and Greenville in North Carolina; Greenville, S.C.; Chattanooga, Tenn.; and Richmond and Norfolk in Virginia.
HCD now handles 269 Popeyes restaurants, including locations in Chicago and Washington, D.C.–both key markets in the fast-food chicken chain’s system. Total billings for HCD amount to about $10 million, said agency president Jim Hambright.
Hambright said HCD will open a third Popeyes field office in Atlanta. From that venue, he hopes to pursue other accounts.
Love Advertising in Houston, Peter A. Mayer Advertising in New Orleans and Ross Advertising in Los Angeles are also on Popeyes roster of local shops. New York’s Hill, Holliday/Altschiller is Popeyes’ national agency of record.
