STRATEGIC PARTNERS
May 31, 2019
Roy Rogers Restaurants is rebranding and has selected MDB Communications to oversee the effort.
MDB, whose clients include Sprint, Newseum and National Geographic, has been named the brand's agency of record and will provide account planning and strategy, creative services and media planning, according to a press release.
MDB will use radio, digital, print, out-of-home, experiential and social media marketing to build a campaign around Roy Rogers business philosophy of "Quality People, Quality Products, Quality Experiences, and Quality Business." MDB is charged with boosting the brand's overall awareness throughout the MidAtlantic and Northeast where it currently operates and hopes to expand.
"We're delighted to have the opportunity to reignite, as well as introduce, such a beloved brand to existing and new customers," MDB Communications CEO Cary Hatch said in the release. "Roger Rogers is truly one of a handful of brands that evoke such loyalty from their fans."
Roy Rogers Senior Director of Marketing Mark Jenkins said the MDB team immediately grasped the brand's personality and showed through their past work that they not only can produce creative and strategically viable campaigns, but also understand how to use marketing tactics to see them through to completion success.
"People have a lot of nostalgic fondness for this brand," Roy Rogers co-owner Jim Plamondon, said in the release. "That is an asset we definitely want to leverage going forward. But we also want to create and capitalize on relationships with new populations, whether they be up and coming generations, additional demographic groups or simply people in markets where we haven't been before or haven't been in a long time."
