The retail division of White Castle (think frozen sliders) has appointed New York’s Merkley+Partners as its new creative agency partner, tasked with providing strategic guidance, as well as creative and production services for broadcast, print, social and digital advertising programs.
Creative duties for the main White Castle fast food brand will presumably remain with Resource/Ammirati, which was appointed AOR in November of 2014 over incumbent Zimmerman.
“The retail division has grown significantly in the last few years,” said White Castle CMO Kim Bartley. “Our future plans are to grow the business even more dramatically, and we need a strong advertising partner to do that. Merkley+Partners understands the White Castle brand and they have deep experience in the CPG food category. This makes them the right partner for us.”
“White Castle is a brand we have admired for a long time,” added Merkley+Partners CEO Alex Gellert. “They are one of America’s iconic brands, and that gives us tremendous marketing opportunities to help them grow.”