BOSTON Charlie Brown's Steakhouse has chosen MRA for advertising and marketing chores.
The independent shop in Syracuse, N.Y., added the client—which operates 55 restaurants in New York, New Jersey and Pennsylvania—without a review.
"We have other clients near their headquarters and we had eaten at several of their locations," said MRA senior vice president Chuck Beeler. "We became fans of the restaurant and wanted to work for them. They were already aware of our experience in the category, so when we called them and got together it seemed like a good fit for both parties."
MRA will handle online and offline creative development and media placement activities. Among the agency's first assignments will be conducting market research and strategic account planning.
An integrated campaign will launch in the fall. A key priority will be helping the Mountainside, N.J.-based client expand into new markets.
Amy Parker, executive vice president of marketing and strategic development at Charlie Brown's, said MRA was chosen based on its category experience and its ability to deliver a wide range of resources.
The budget was not disclosed.
The chain had previously worked with Brushfire in Whippany, N.J. Past efforts used the theme line, "Primetime at Charlie Brown's."
Charlie Brown's becomes the second client addition for the shop in a month, following its selection in July for advertising and public relations by Caesars Pocono Resorts.
MRA employs about 65 staffers and has also handled assignments for clients such as FedEx Kinko's, Schering-Plough and Verizon Wireless, among others.