• by Steve McClellan  @mp_mcclellan, November 11, 2014

Fast food hamburger chain White Castle has selected independent marketing agency Resource/Ammirati as its new agency of record following a competitive review. The incumbent was Omnicom’s Zimmerman.

White Castle spent more than $9 million on ads in 2013, according to Kantar. For the first half of 2014 the chain spent $7.5 million.

As AOR Resource/Ammirati will be responsible for integrated brand strategy, advertising, retail activation, Web site development and all mobile, digital and social media initiatives. Resource bought Ammirati earlier this year.

White Castle indicated that New York independent shop Crossmedia will partner with Resource/Ammirati to handle media planning and buying. 

“Resource/Ammirati is the right partner at the right time as we look to grow our business—giving current customers more reasons to visit us, and enticing new customers to experience White Castle,” said Kim Kelly-Bartley, White Castle Vice President, Marketing and Menu Development. “They brought to the pitch the right capabilities and great chemistry—they also delivered fresh insights about our core ‘Cravers’ as well as innovative creative.” 

The account will be led out of Resource/Ammirati’s Columbus headquarters in collaboration with its New York office.

“We are thrilled to have the opportunity to work with this iconic and authentic brand as they continue to carve their own path in this crowded and competitive category,” said Kelly Mooney, CEO, Resource/Ammirati. “From their fiercely loyal fans to the next generation of ‘Cravers’ in a nation of 24/7 snackers, White Castle is uniquely positioned on a number of fronts. We’re excited to partner with them to help further evolve the brand and develop innovative customer experiences to make the most of these opportunities.” 

White Castle engaged Rojek Consulting, a marketing resource management consulting firm based in Cleveland, to help manage the agency review process.

"White Castle Restaurant" photo from Shutterstock.