Smokey Bones Selects Push

BOSTON The Smokey Bones BBQ chain has hired independent ad and design shop Push in Orlando, Fla., for a repositioning and brand campaign.

“After using the first quarter of this year to examine the goals and vision we have for Smokey Bones, it is time to bring a repositioned brand into the marketplace and Push is exactly the right agency partner to help us make this happen,” said Peter Bell, client vp, marketing, in a statement. “We’re putting the spirit and energy back into Bones by focusing on bold flavors, ice cold drinks, and a fun, genuinely friendly atmosphere.”

The chain currently has 73 restaurants located in Eastern and Midwestern states. Push was tapped to provide brand planning and advertising creative development, interactive and Web efforts, media buying and promotions.

The client has in recent years handled its advertising in-house, though some years back it worked with IPG’s Lowe as its lead agency. Smokey Bones spent $500,000 in measured media last year, per Nielsen Monitor-Plus.

“At Push we converge multiple disciplines and talents to examine and develop every part of the brand experience,” said John Ludwig, Push chief executive officer. “We are excited to take on the challenge of repositioning Smokey Bones to help the brand realize its full potential.”