Back Yard Burgers, which has 129 stores in 20 states, has named Bohan Advertising Marketing its agency of record. Bohan will provide a full range of advertising, marketing and promotional services, including brand strategy, creative, media planning and placement, point of purchase and promotions.
"Back Yard Burgers didn't come to us for traditional advertising. They wanted a complete brand experience — from the restaurant environment to the Back Yard Burgers T-shirts their fan base wears around town," agency president Kerry Graham said in a news release. "That's the kind of 360-degree branding we do very, very well."
Back Yard Burgers offers "a gourmet alternative to traditional fast-food burgers." Its trademark burger features charbroiled 100 percent North American Black Angus beef complemented by a variety of garden-fresh garnishes, cheeses and other toppings. The menu also includes grilled chicken sandwiches, milkshakes made with hand-dipped premium ice cream and fresh-baked cobbler.
"The restaurant industry is fast-moving and competitive — and it takes innovative and unexpected approaches for a brand to become something people are really passionate about today. Bohan and Back Yard Burgers are going to be very good teammates over the grill," Graham said.
Bohan's restaurant experience includes Fazoli's, for which it won a 2010 Emmy Award and was named that chain's 2009 Supplier of the Year for Innovation; Stoney River Legendary Steaks; Logan's Roadhouse and Original Roadhouse Grill.
