Culver Burger Chain Initiates Review

CHICAGO Midwest fast-food chain Culver Franchisee Systems is reviewing its $5-10 million advertising account, the company confirmed.

The Prairie du Sac, Wis.-based chain has hired consultant Pile and Co. of Boston to manage the review. The incumbent on the account, One and All in Minneapolis, will not participate in the review, according to the client.

One and All has handled the account since November 2002. The shop’s most recent work put founder and president Craig Culver at the forefront of advertising. In the role, Culver coached a young employee about how the restaurant is run and the care given to its customers.

Founded in 1984, Culver now has 240 locations in 12 states, mostly in the Midwest. The chain is known for its Butter Burger (a hamburger served on a buttered bun) and its frozen custard.

The company spent less than $4 million on advertising through November last year, according to Nielsen Monitor-Plus. Last May, sources said the company would boost spending to $10 million [Adweek, May 5, 2003].