Richards Adds Bahama Breeze Biz

DALLAS Darden Restaurants has tapped The Richards Group to handle creative duties on its $4 million Bahama Breeze account, the client said.

The work represents the second piece of Darden business the shop has won in about seven months. In March, the Dallas independent landed Darden’s $90 million Red Lobster account. The agency will launch its first work for Bahama Breeze—print ads—in November, with a new branding campaign breaking next year, said Richards representative Natalia Cox.

Richards principal Greg Goyne will head the account, with creative directors Bill Cochran and Patrick Murray in charge of the creative team, Cox said.

Richards was chosen following a review. The other contenders were not disclosed. It is not known if the incumbent, Trumpet in New Orleans, contended.

Bahama Breeze, with 32 restaurants, is a Caribbean-themed casual-dining chain operated by Orlando, Fla.-based Darden. With annual sales of $5 billion, Darden also owns the Olive Garden, Smokey Bones Barbeque & Grill and Seasons 52 brands.

“The Richards Group will be a strong branding partner,” said Laurie Burns, Bahama Breeze president. “It has an established strategic process with a proven track record of generating big ideas that translate into sales and growth for its clients.”