New ad agency to focus on QSR, fast casual growth strategies

Nov. 28, 2011

The Good Eats Agency has officially opened its doors in New York and will focus on advertising and marketing campaigns designed to strategically position quick-service and fast casual restaurant chains. Founded by creative director David Hale, the agency specializes in traditional ad campaigns and brand strategy to sales promotion, social media, direct response and shopper marketing, exclusively for food and beverage brands.

Hale's past food, beverage and restaurant clients include Burger King, Outback Steakhouse, Carrabba’s Italian Grill, Taco Bell, Wendy’s, Miller Beer, McDonald’s and Papa John’s, among others. His “Sometimes You Gotta Break the Rules” campaign for Burger King was hailed as a category breakthrough in Advertising Age, and helped Burger King break a five-year sales decline, posting increases of 11 percent in its first year.

Good Eats is currently one of the lead creative agencies for Lee Roy Selmon’s, a Florida-based sports restaurant chain owned by MVP Holdings, a company founded by former executives of OSI Restaurant Partners, the parent company of Outback Steakhouse. Having penned the tagline "Cheer Hard, Eat Well," Good Eats oversees all broadcast spots, POS, in-store/out-of-store communications, new product introductions, menu design, table tents, radio, social media and large-scale sports promotions for the growing chain.

Good Eats also was recently retained by Sonic Drive-In to supplement its agency of record’s work. In just three weeks, Good Eats created, produced, and delivered two 30-second TV spots and two 15-second spots, resulting in increases of 1.2 percent in system-wide same-store sales for the quarter.

The Good Eats Agency team consists of Jerry Layefsky, who holds the title of chief innovation officer/partner; and senior creative and strategic experts Harvey Hoffenberg and Len Fink. 

“We’re quintessential food guys,” said Hale. “We understand what marketers need to succeed in today’s fast-changing economic and retail environment, and we’re structured to provide ideas that will help them across all areas of their business. As we like to say, we’ll work for food—and drinks.”

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Topics: Business Strategy and Profitability , Marketing / Branding / Promotion

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