Brokaw to Handle Bagel Chain

CHICAGO Bruegger’s bagel chain has awarded independent Brokaw lead agency status after a review, according to the shop.

The Cleveland shop is currently at work on a print and direct-mail effort expected to launch in January 2006. The shop is also creating in-store signage that will reflect a new color scheme and redesign.

“Bruegger’s is a pioneer in this segment, with a long history of providing consumers with authentic bagels and a menu featuring wholesome, high-quality ingredients,” said agency CEO Bill Brokaw in a statement. “We look forward to helping Bruegger’s bring their brand to life in ways that defy traditional advertising for this category.”

Bruegger’s, based in Burlington, Vt., is a chain of quick-casual restaurants with 240 locations in 17 states. The company spent just over $1 million on advertising last year, according to Nielsen Monitor-Plus. While current spending was not disclosed, the client is expected to increase its budget in the wake of its redesign, according to the agency.

The company’s previous agency was Ten United, which handled the account at its Columbus, Ohio, office.