LRXD has been named lead digital agency for Red Robin International. The agency has worked with Red Robin over the course of ten years, building iPhone and Android apps, handling search engine optimization and managing the websites for Red Robin’s concept-based restaurants and loyalty program. LRXD’s first assignment will be to will make the Red Robin’s website a mobile-friendly experience. The agency will also work alongside Vitro, which was recently named agency of record for Red Robin.

MRY was named U.S. digital brand agency of record for National Grid, an international energy company. Work ranges from social media strategy and management of National Grid’s social media platforms to the UX development and brand design of the company’s website.

MINI USA named Peppercomm as its public relations agency of record, effective through December 2016.

Moroch Partners was named media buying agency of record for Visionworks, the largest wholly owned U.S.-based optical retailer.

Barro’s Pizza, an Arizona-based family owned and operated pizza chain, has extended its agency of record relationship with Zion & Zion for an additional 30 months. The agency continues to handle social media, public relations, branding and email marketing for the chain’s 33 locations.

Simmons Bedding Company named Kirshenbaum Bond Senecal + Partners as its agency of record, following a review. The agency will handle creative, digital, social and public relations responsibilities.

Duffey Petrosky was named the agency of record for all Ascension Health ministries in Michigan. The scope of work includes all advertising, marketing and digital communications efforts.

Erwin Penland was named lead agency of record for Denny's, without a review. The agency will be responsible for brand strategy, research, creative, and digital chores. The agency already serves as the marketer’s merchandising and field marketing agency of record. Gotham previously handled the account.

AWAKE Chocolate tapped Arieff Communications as its first U.S. agency of record, following an informal review. The agency will handle media relations, influencer programs and event planning.

Raybern Foods, a company that makes and sells deli and frozen sandwiches, snacks and appetizers, has awarded Draftfcb Chicago its advertising account to manage consumer promotions, shopper marketing and digital duties.