Casual dining chain Village Inn has selected WorkInProgress as its agency of record, following a review which initially included 15 agencies before narrowing down to 5 finalists.
WorkInProgress will be tasked with increasing brand awareness, affinity and traffic across its footprint. The full-service assignment includes creative across TV, radio, digital and more.
“We were drawn to WIP because of their ability to create breakthrough work that spurs people into action,” Village Inn vice president, marketing David Craven said in a statement. “We’re in a highly competitive and commoditized category and WIP will help us stand out, meaningfully and authentically.”
The team that founded WorkInProgress worked on transforming the Domino’s brand while with CP+B before launching their own thing in 2016.
Their clients now include TruTV and Nescafe, though they’re still best known for that pop-up on the side of a cliff.
“There’s a huge opportunity for Village Inn to take action to prove how passionate they are about breakfast, pie, and the communities they serve,” WIP partner Matt Talbot said in a statement. “And bring new people into the brand as a result.”
Evan Russack, also a partner, added that it was “a great opportunity for us to apply our deep category experience to help Village Inn rise above their competition.”
Village Inn, which has 212 locations in the U.S, spent around $1 million on measured marketing last year, according to Kantar Media. That total could rise with its new agency partner.
WorkInProgress’ first work for the client is expected to launch early next year.