Enriched Bagel Bakery Will Benefit Williams

By Katy Eckmann





ATLANTA–Chesapeake Bagel Bakery, recently a dormant account for Williams Whittle Associates of Alexandria, Va., will get a marketing jump start from aggressive new proprietor AFC Enterprises, which plans to spend nearly $2 million on advertising for the rest of 1997.





Atlanta-based AFC Enterprises, owner of Popeyes Chicken & Biscuits and Churchs Chicken, acquired Chesapeake Bagel Bakery of McLean, Va., last month. The purchase is part of the firm’s plan to move beyond the chicken chain category ‘to become the franchisor of choice,’ said AFC’s Bob Eck, newly promoted to vice president of marketing.





AFC decided to retain Williams Whittle Associates (WWA) during an orientation meeting between the two, said Eck, who was surprised that WWA treated the gathering as ‘a serious new business pitch.





‘They clearly demonstrated they were the right agency for us through their strategic knowledge of the category (and) exciting new positioning ideas,’ Eck added.





Ralph Thompson, WWA managing...