Industry News | March 5, 2009

White Castle Nets New Creative

World-famous White Castle restaurant chain flipped for Zimmerman's style of national retail brand building. Zimmerman has been tapped as the full-service agency for the 400-plus restaurants--America's first hamburger chain.

The Columbus, Ohio-based firm, worked with consultant Lorraine Rojek of RCG in its search for a new agency to replace incumbents JWT and Mindshare. White Castle had worked with JWT for 15 years.

"White Castle is ready to evolve its brand within a new marketplace," says Kim Bartley, vice president of marketing for the cult burger maker. "We have chosen Zimmerman for the agency's undeniable focus on results, and the brand sensibility they will bring to distinguishing White Castle from the competition and imitators that has certainly developed over 80 years."

"They are a pioneering company with an amazing connection to their loyalists," says Michael Goldberg, EVP, chief marketing officer for Zimmerman. "Our mission will be to add currency to the White Castle story and invite a new generation of 'cravers' to the brand that invented the 'Slyder'."

With deep results in the food sector and beyond, Zimmerman is tasked with the evolution of a classic.

With $20 million in reported billings, White Castle is a longtime quick-serve player with a fresh, proven reputation that Zimmerman will enhance with initial work slated to appear by the end of the first quarter of 2009.

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