As it plans for nationwide expansion, fast-food chain Ranch*1 has selected Big Imagination Group as its ad agency.
The 10-person shop, based in Culver City, Calif., won the creative and media account, following a review that included four undisclosed contenders, said Ranch*1 director of marketing Izabela Hali fax. The New York-based chain, which has 50 units in 11 states, is known for its grilled chicken sandwiches. Creative was last handled by Posnick & Kol ker, with media at TD Advertising and Media, both New York. Posnick has not worked on the account for several years, but Ranch*1 still has a relationship with TD Advertising.
When Posnick won the account in 1998, billings were estimated at $2 million. Ranch*1, however, has had no media expenditures for the last three years, according to CMR. "We absolutely will be spending more than in previous years," said Halifax, who claimed the client has done print and radio ads in-house in the past few years, but declined to disclose a budget or offer details about the expansion.
BIG founder and "chief imagination officer" Co lette Brooks said the shop was invited to pitch late in the review after client executives learned of its work for Shakey's Pizza.
Ranch*1 is looking to recover from financial difficulties and negative publicity after its former management team was linked to a stock-manipulation scheme. The company installed new managers and last April filed for Chapter 11 bankruptcy protection. It is now owned by Kahala Corp. in Scottsdale, Ariz.
Brooks said initial work will focus on trade ads to attract new franchisees. Consumer ads will follow.