French/West/Vaughan (FWV), an independent public relations and brand communications agencies, has been selected by Virginia-based burger franchise Elevation Burger as national agency of record for the company’s U.S. and international locations.
Elevation Burger is the first and largest organic burger chain in the country. Menu items consist of burgers made from 100-percent organic, grass-fed, free-range beef and fries cooked in olive oil. The brand aims to commit to environmentally friendly practices, including recycling waste, some of which becomes bio-diesel fuel, and using sustainable materials and energy-efficient equipment in its restaurants. The restaurants’ décor is made from bamboo and recycled materials and the open kitchen provides guests with the ability to see their food being created right in front of them.
“We were immediately impressed by Elevation Burger’s vision and commitment to providing guests with a superior, sustainable product,” says Rick French, chairman and CEO of FWV. “We believe in the brand’s vision for the future and think it is well-poised for exponential growth—and we look forward to helping them get there.”
The fast-casual burger chain has a total of 33 U.S. restaurants located along the East Coast from Portland, Maine, to Miami, and as far west as Austin, Texas. The company has an additional 10 international locations and projects a total of 100 locations worldwide by the end of 2014.
“French/West/Vaughan’s track record of success on behalf of other food and beverage clients is a strong testament to its creative thinking in the competitive fast-casual restaurant category,” says Hans Hess, founder of Elevation Burger. “Their understanding of what drives guests in store and how to use short-term promotions to develop long-term customers convinced our franchisees they are the right agency partner for us.”
FWV is tasked with compiling an annual integrated marketing strategy for the company, including brand positioning, public relations, advertising, social media, events, grassroots efforts, and influencer programming, as well as developing a toolkit for new store openings across the globe.