• by Larissa Faw , September 30, 2014

Sports restaurant chain Twin Peaks is commonly called the Hooters on steroids with its menu items that include "Smoking Hot" and "Well-Built" sandwiches. Managers grade waitresses on their appearance before every shift. And last year, the 57-location “experience” was the fastest-growing chain in the U.S., with $165 million in sales.

Now, Twin Peaks has named 3Headed Monster, the newly launched Dallas-based shop as its lead creative agency. The agency’s duties include broadcast, outdoor and selected digital assignments. 

First up, nine radio spots that will roll out over the next few months. "The campaign is humorous and dares guys to live more adventurously at Twin Peaks," says Shon Rathbone, Founder and Creative Chairman of 3Headed Monster. "It’s brand awareness but also has a promotional element, pushing various events and core equities that define the Twin Peaks experience."

All elements will emphasize 3Headed Monster's philosophy to integrate brand storytelling, design and technology. 

Still, one key challenge in launching this effort is balancing between developing basic brand awareness and appealing to core fans. “Growth creates its own set of challenges,” says Randy DeWitt, Founder and CEO of Twin Peaks. “We needed a creative and strategic partner who can help us climb to the top.”

The Twin Peaks business marks the first retainer relationship for the new agency which officially launched in June. “I can’t imagine a better client to be our first full-fledged partner,” says Rathbone. “They fit the description of what we like to call a 'Tomorrow Brand,' and they have a fearless appetite for good creative.” 

This AOR appointment came after an informal review. 3Headed Monster met with Twin Peaks' founder DeWitt who invited the agency to pitch ideas. Twin Peaks will continue to work with longtime partner Culture Farm in Dallas for point-of-sale and other duties. Culture Farm has worked with the restaurant chain since its founding in 2005.