• by Steve McClellan , March 10, 2020

White Castle has named Chicago-based marketing agency Blue Chip as its shopper marketing agency of record (AOR), after a formal review led by Rojek Consulting. 

Blue Chip will be responsible for supporting growth of White Castle’s retail business—which was launched in 1987. 

The move is the latest in the company’s renewed commitment to grow its frozen business. Last fall, the firm appointed Tiffany Carreker as general manager for the frozen division. It also hired a new broker of record (Alliance Sales and Marketing) and expanded duties for an existing broker partner (Burdette Beckmann) to grow its presence throughout the mass, grocery, convenience and vending channels. 

“White Castle is an iconic brand in part because of its sliders,” said Dan Eisenberg, senior vice president at Blue Chip. “By expanding their retail business nationally, we can bring the brand to millions of consumers whether they live in a White Castle restaurant market or not.”

As part of the expansion, Blue Chip will develop both national and retailer-specific programs to cultivate shoppers along the path to purchase and in-store. 

“As a family owned business, we appreciate Blue Chip for recognizing that everything matters in retail, and they’re intensely entrepreneurial,” stated Lynn Blashford, CMO at White Castle. “They get the spirit of our brand, approach our opportunity with big ideas designed down to the smallest details.”