Insiders said last week that creative turnover on the agency side contributed to the split. Officials at Gunder didn't return phone calls late last week, and White Castle director of marketing Kim Bartley would only say the two mutually agreed to split. "We both decided it was time to move on," Bartley said. "It was a mutual agreement."
Bartley said that Gunder wouldn't be included in the review, and referred calls to Cleveland-based Rojek Marketing Group, which is consulting on the review.
White Castle, one of the nation's oldest fast-food chains, operates more than 240 stores in 12 states mostly throughout the Midwest. The 24-hour restaurants are known for their inexpensive, small square hamburgers usually bought "by the sack" rather than individually.
But along with building an image for the rather modestly-growing chain of hamburger joints, much of the company's business is generated through sales of its products outside its stores. Part of the business will center promotions around its successful extension of its hamburger products into supermarkets.
White Castle consolidated its business with Gunder in 1989 after dumping its agency of two years, Lord, Sullivan & Yoder, Columbus, Ohio.
Copyright Adweek L.P. (1993)