Gale Named Creative and Media Agency of Record for Fogo de Chão

By Kyle O'Brien 

Brazilian restaurant brand Fogo de Chão, has appointed Gale as its creative and media agency of record. The partnership will expand Fogo’s rapidly growing business as the brand enters their 10th year of positive traffic and market share growth in 2024.

Gale has been chosen as AOR for Brazilian restaurant Fogo de Chao.

Fogo de Chão was bought in August 2023 by private equity firm Bain Capital for $1.1 billion, and Gale takes over AOR duties to help amplify the brand globally.


Gale’s remit spans creative, social, influencer and media strategy, planning, buying, analytics, reporting and brand stewardship to increase awareness and strengthen Fogo’s position as a category leader.

”For the past 45 years we have been working to build the Fogo brand on a global scale. We are thrilled to partner with Gale to continue to increase our brand awareness and accelerate our growth strategy,” said Janet Gieselman, chief marketing officer of Fogo de Chão, in a statement. “Their track record of success and forward-thinking approach align perfectly with our vision and brand strategy.”

Gale will support Fogo de Chão in developing and driving an authentic, attention-grabbing articulation of its brand to increase affinity and business growth.

“We are proud to join forces with Fogo de Chão in their commitment to elevating the brand while evolving their guest’s dining experience,” said Gale CEO Brad Simms in a statement. “Our team is devoted to fostering success for all of our clients, and this partnership is another example of the value we bring with our integrated offering.”

Gale has another Bain Capital business on its roster in Athenahealth, and it counts other recent wins without a pitch, including Chili’s and Papa Johns.

Details of the deal were not announced.