Benihana Picks Wieden

NEW YORK Wieden + Kennedy said its office here has added the Benihana chain to its client roster.

Wieden, an independent, said it was hired to spearhead a “a 360-degree restaging of the Benihana brand” being led by recently appointed client CEO Richard Stockinger.

The shop will launch a multimedia push and also handle media planning and buying.

Benihana had recently worked with Cronin and Co., an independent shop in Glastonbury, Conn.

“We are enhancing every aspect of our guests’ experience, and W+K’s expertise with strong global brands makes them the ideal partner for communicating this commitment to our guests,” said Stockinger, in a statement.

The client last year spent slightly less than $3 million in measured media, and its ad outlay so far this year has already exceeded that amount, per Nielsen.
The Miami-based client operates more than 60 restaurants.