Shoney’s Meets Its Agency Match

NEW YORK Shoney’s Restaurants has awarded its advertising and media account to Match, an independent Atlanta-based shop, after a review.

The Nashville, Tenn., client had worked with MDC Partners’ Cliff Freeman and Partners in New York since August 2005. The shop did not defend; the agency declined comment.

Last year, Shoney’s spent $5 million in measured media, per Nielsen Monitor-Plus.

Two months ago, Royal Hospitality Corp. acquired Shoney’s from Lone Star Funds.

Match has been asked to develop a national ad campaign supported by online efforts. The first work is expected to break this summer.

In a statement, client CMO Dan Dahlen said, “Shoney’s is one of America’s most loved and recognized brands, and we felt Match provided the most strategic and genuine ideas for communicating our vision for the new Shoney’s.”

Shoney’s was established in 1947 and now has 285 locations in 18 states.

Match CEO B.A. Albert said, “All of us at Match grew up with the brand, and we look forward to helping tell the Shoney’s story to a new generation of consumers.”

For its Hispanic consumer ads, Shoney’s has tapped LattimerMoffit Communications, also in Atlanta.