Red Robin appointed KBS as its agency of record, following a review launched by the casual dining chain at the beginning of April. KBS takes over for San Diego-based incumbent (and fellow MDC Partners agency) Vitro, which the brand selected as its AOR back in January 2013. The scope of the assignment includes digital media planning and buying through KBS media agency The Media Kitchen, as well as brand strategy and creative.
“KBS demonstrated a whole new approach to our business and marketing strategy,” said Red Robin CMO Jonathan Muhtar, in a statement. “They challenged our way of thinking and showed us how we can leverage the currency of burger culture to guide our strategy. We’re confident that they’ll be the perfect partner as we look to engage existing customers and reach new burger aficionados.”
“Red Robin understands that modern companies need a strong and multi-faceted marketing platform to engage customers and to progress their business in today’s tech-driven society,” added KBS U.S. CEO Ed Brojerdi. “We’re excited to work with such an iconic brand and use the power of our network to bolster its reputation.”