Atlanta-based food-service company Focus Brands has selected independent ad agency Chemistry as its first-ever organic social content agency of record. 

Chemistry’s social production team will work with the client’s social media team to produce content for seven brands: Auntie Anne’s, Carvel, Cinnabon, Jamba, Moe’s Southwest Grill, McAlister’s Deli, and Schlotzsky’s. 

“Our social fans and followers are some of our biggest brand champions and building meaningful relationships with these online communities is at the center of our social strategy,” said Marissa Sharpless, senior director of social media and partnerships at Focus Brands.   

Chemistry has a social unit with its production division called @TestTube that is working with the client and the brands within the remit. The team will develop a range of content utilizing cultural trends and channel style nuances, as well as produce social-first photography and video assets that uniquely support the goals of each Focus brand.  

Initial social content for the brands recently launched, and more comprehensive efforts will roll out this summer.  

Chemistry has offices in Atlanta, Pittsburgh, New York City, Miami and Phoenix. Clients include Netflix, Lids and Five Guys.