Orange Leaf Frozen Yogurt, one of the leading self-serve frozen dessert franchises, has engaged 3Headed Monster as agency of record. As part of the assignment, 3Headed Monster is tasked with leading all brand strategy and creative for the 300-plus-unit chain that operates in 37 states. The move was made after a closed review led by Orange Leaf’s president, Geoff Goodman.
“3Headed Monster has values that I share when it comes to branding,” Goodman says. “They believe brands that are sincerely trying to make a difference in people’s lives are the ones that will shape tomorrow, and we believe that as well. Adding their talent and experience to the team is something we’re very excited about.”
“Orange Leaf is a brand with immense potential and Geoff’s energy and leadership is infectious,” says Shon Rathbone, founder and creative chairman of 3Headed Monster. “It’s a great assignment, and we can’t wait to dig in with our new partners.”
Prior to joining Orange Leaf as president early this year, Goodman was vice president of National Brand Excellence for CiCi’s Pizza. While there he partnered with a team from the Dallas office of Publicis, where Rathbone was executive creative director, to reverse a multi-year sales decline. His decision to award the Orange Leaf business to 3HM, Goodman adds, is designed “to take advantage of the big-agency experience of 3Headed’s people, but doing so in the model of a smaller, faster, more nimble agency.”
Founded last summer, 3Headed Monster may be a new agency, but its core strengths are built around the experience of partners who are veterans of global giants like Publicis, Leo Burnett, BBDO, and SapientNitro. In addition to Rathbone, this includes design director Mark Ford and strategy director Crystal Anderson. The agency is focused on clients they call Tomorrow Brands, which Rathbone describes as “the brands that are poised to win and shape tomorrow.” Its client list, in addition to Orange Leaf, includes men’s grooming line Rascal, campground software company Bonfire, and project assignments for Bridgestone and Nike.
