White Castle Chooses Resource/Ammirati as AOR

By Erik Oster 


White Castle has selected independent marketing agency Resource/Ammirati as its agency of record, following a competitive review which began in July.

Zimmerman was the incumbent agency, serving as the brand’s agency of record since 2009, and defended in the review. Prior to Zimmerman, White Castle spent fifteen years with JWT.


In its new role as agency of record, Resource/Ammirati will be responsible for “integrated brand strategy, advertising, retail activation, website development and all mobile, digital and social media initiatives,” and will partner with New York-based independent agency Crossmedia on media planning and buying. Resource/Ammirati will lead the account out of its Columbus headquarters, in collaboration with its New York office.

“Resource/Ammirati is the right partner at the right time as we look to grow our business—giving current customers more reasons to visit us, and enticing new customers to experience White Castle,” said Kim Kelly-Bartley, White Castle vice president, marketing and menu development. “They brought to the pitch the right capabilities and great chemistry—they also delivered fresh insights about our core ‘Cravers’ as well as innovative creative.”

New work from Resource/Ammirati is expected in the second quarter of 2015.