The Richards Group Picks Up Boston Market in a Chick-Fil-A Rebound

By Erik Oster 

Boston Market has named The Richards Group as its new agency of record following a creative review.

It’s unclear if incumbent Zimmerman Advertising, which had held the account since early 2010, defended in the review. We reached out to the agency but have yet to receive a response.

“The Richards Group will play a key role in Boston Market’s efforts to refresh our brand and appeal to new customers as we grow and open new restaurants,” said Boston Market vice president, sales and marketing Tim Hartmann. “We are working across all of our marketing and communications channels to develop creative and compelling messaging that positions Boston Market as the go-to dining establishment for fresh, all natural, rotisserie chicken and delicious home style cooking. We were impressed with the caliber of strategic thinking that The Richards Group demonstrated and believe they will be a great partner as we execute our growth plan and marketing strategy.”


Fast food chain Chick-fil-A ended its 22 year relationship with The Richards Group this past July, sending the account to McCann and hiring Erich & Kallman for project based work. The Richards Group claims it hasn’t had to lay off any employees as a result of losing the account, perhaps thanks to picking up AOR duties for Famous Footwear and Dallas-based fast casual pizza chain Pie Five Pizza the month before.

Boston Market should help soften the blow from the Chick-fil-A loss, although the chain is small in comparison. According to Kantar Media, Boston Market spent approximately $11.4 million in measured media last year and $8.1 million in the first half of 2016. Chick-fil-A, by contrast, spent $14 million in the first quarter of 2016.