Carrows Selects Kovel Kresser

Carrows restaurants has named Kovel Kresser & Partners agency of record for its consolidated $7 million account.
The Santa Monica, Calif.-based agency was selected after a review that initially included about a dozen shops. The other finalists were Asher/ Gould Advertising and Weller, O’Sullivan, Zuckerman & Lightcap, both in Los Angeles; and Colby Effler & Partners in Santa Monica. The incumbent on the creative side was Cohen/Johnson in Los Angeles, and the media was previously handled by the Los Angeles and Santa Ana, Calif., offices of Foote, Cone & Belding, which resigned the account.
The review was conducted on behalf of the client by Mike Agate of Select Resources International in Los Angeles.
“[Kovel Kresser] showed us the right blend of insight into the brand and passion and enthusiasm for the project,” said Dallas Celecia, vice president of marketing for the Irvine, Calif.-based chain.
The agency starts on new advertising for 1998 immediately. The campaign will consist primarily of TV ads, as well as some radio and print work, according to Celecia.
Carrows operates 150 restaurants in seven Western states and North Carolina.
Sources said the client may boost ad spending to more than $12 million over the next year.
Upon learning of the win, agency chief creative officer Lee Kovel vowed to “eat every meal” at Carrows from now on.
Kovel Kresser has been on a streak of new business wins recently, having landed the $10 million U.S. Care account two weeks ago and the $15 million Energy Pacific business last month.
The agency will soon move from its current offices in Santa Monica to a converted grocery store in Venice, Calif., according to Kovel, “to accommodate our growth.”