Bob Evans Farms is shaking up its agency relationships by naming Meredith Xcelerated Marketing (MXM) as its Digital Agency of Record (DAOR). The Meredith Corp.-owned agency will oversee all digital and social programs, particularly social media strategy and platform management on behalf of both Bob Evans Restaurants and BEF Foods, its line of packaged foods.
“Our company has aggressive goals for the next year, and we’re excited to name MXM as a partner,” said Joe Adney, Vice President, Marketing Communications, Bob Evans Restaurants. “Their digital expertise will be invaluable as we take our business to new heights.”
MXM landed the account following a consultant-led review. Brunner previously handled its digital
"Bob Evans is one of the great, authentic food brands with incredible consumer loyalty,” said Kristi VandenBosch, SVP, Chief Digital Officer, MXM. “We look forward to the opportunity to build out their content offering across digital and social channels."
This announcement follows several significant changes for the Ohio-based food and restaurant company in recent months. CEO Steve Davis resigned in December and last week, company executives announced they were working with Deloitte to identify ways to eliminate $35 million in operational costs.
"I think everything is under review as we execute the turnaround," says Bob Evans interim CEO Mark Hood during a recent call with investors. "I think the restaurant team is looking at all dollars of spend and trying to understand, where we're getting the right productivity and will make changes, test to make changes as we determine as we move forward."
Bob Evans Farms spent $27 million on advertising for its restaurant brand and $6 million advertising its food products in fiscal 2014, according to its financial filings.
MXM provides fully integrated marketing solutions for brands including Kraft, Lowe's, Chrysler and NBC Universal.