One and All Wins Culver’s Chain

Not quite a year after opening its doors, One and All Advertising in Minneapolis has won another client: regional fast-food chain Culver’s.

“It’s a big deal for us because these guys decided to trust a newcomer,” said creative director Mike Lescarbeau, a former Fallon group creative director who opened the small shop last December.

Billings on Culver’s are estimated at $6 million. The partners said it is comparable in size to its Red Wing Shoes business.

“It validates the way we’ve set up to work with clients,” said art director Mike Fetrow. He described the creative process as “more collaborative and inviting.”

Barbara Behling, Culver’s marketing director, said recommendations from the shop’s clients gave it the edge over the other finalist, Cramer-Krasselt in Milwaukee.

“That’s the way we hope to build this business—to have our clients be advocates for us,” said Tom Nowak, the shop’s managing director.

Life Time Fitness and Summit Brewing are among its other clients.

Known for its Butter Burgers and frozen custard, Culver’s has 150 locations, primarily in the Midwest. The agency will look to incorporate some of the family-owned company’s entrepreneurial spirit in future advertising.

“We want to keep the advertising based on the food,” Fetrow said. “But we want to bring the personality of Culver’s to life a little bit more.”

The agency’s first work on the brand is expected early next year. Culver’s spent only $1 million on advertising last year, per CMR.

The incumbent was Zillman Advertising in Madison, Wis.