Bob Evans Restaurants is appointing Ron Foth Advertising as its new AOR following a formal review involving three other finalists. McCann was the previous agency on the account.
As full service AOR, Foth will oversee media planning and buying in over 60 DMAs as well as all strategic and creative development for digital, TV, radio, outdoor, social media, in-restaurant signage, and menu design.
This new agency relationship serves as a reunion of sorts between the two companies. Agency Founder Ron Foth, Sr. worked on the Bob Evans account as a young copywriter back in the 1960s. "He even worked closely with Mr. Evans himself,” says Ron Foth Jr., Creative Director, President, Ron Foth Advertising. “I can’t tell you how excited we are for this opportunity.”
The agency has updated the chain's "Down on the Farm" tagline with a fresh, more modern musical version.
The agency's rebranding campaign continues with a multimedia push for the client’s “Pick 2” summer promotion including commercials and content filmed on location at the original Bob Evans Farm and Homestead in Rio Grande, Ohio. This new messaging is designed to support more family-oriented and "farm-fresh" images.
Last year, Bob Evans supported its breakfast offerings by naming then Ohio State head football coach Urban Meyer as the chain's first Head Breakfast Coach via a multi-platform effort that included TV, radio, a dedicated website landing page, digital ads and in-restaurant advertising.
Furthermore, with the help of Meyer, Bob Evans kicked off "Bowl Season" with what it called the first annual Biscuit Bowl, including a social media activation and consumer sweepstakes. It is unclear whether Ron Forth Advertising will continue these advertising storylines during the upcoming college football season.
Bob Evans spent $3.52 million on ads last year according to Kantar Media.