O'Charley's restaurant chain recently relocated its headquarters to Nashville and now the restaurant has a new Nashville-based AOR, Bohan Advertising.
Bohan will handle strategy and creative duties, while incumbent Doner will continue to oversee media planning and buying.
“We are pleased that after a national search for a new strategic partner, we’ve found the right fit here in Nashville in Bohan Advertising,” said David Ellis, vice president of marketing for O’Charley’s. “We’re delighted to invest in local talent that understands our past, present and future, and will help us tell that story across all our restaurants and markets.”
Indeed, location played a role in Bohan landing this account. “When we relocated our headquarters to Nashville we found a city with a deep and talented pool of individuals, companies and organizations that have since played an instrumental role in our efforts to revitalize O’Charley’s,” said Hazem Ouf, president and CEO of the restaurant chain’s parent American Blue Ribbon Holdings.
“It is gratifying to see our assessment of Nashville confirmed as Bohan Advertising stands out above many advertising agencies across the U.S.”
The Southern-food focused O’Charley’s was founded in Nashville and operates 213 restaurants in 20 states across the Southeast and Midwest. After the company was acquired by American Blue Ribbon Holdings in 2012, executives introduced a revitalization program for the O’Charley’s brand which included a refurbished image package, new logo and new menu options.
Now, Bohan and O'Charley's will develop new brand messages for the restaurant chain. The first creative is expected this fall.
O'Charley's spent $6.78 million on TV advertising and $8.3 million on total advertising in 2013; $9.67 million was spent on TV advertising and $10.76 million was spent on total ad spend in 2012, according to Kantar Media.