• by Fern Siegel , January 16, 2025

Integrated marketing agency GS&F debuted a new brand identity, which it is showcasing on city billboards.

The Nashville-based agency also announced it was appointed agency of record for Guthrie's, the growing fast-food franchise. Founded in 1965 in Alabama, Guthrie's Chicken has more than 40 restaurants across the Midwest and Southeast.

The account was won after a competitive review.

As AOR, GS&F will provide influencer marketing, advertising, CX, interactive, in-store experience and more. First work will go live this spring.

“At GS&F, we thrive on opportunities that allow us to collaborate with brands that embrace disruption and want to get to the next level. Engaging with client partners who share our vision and ambition allows us to deliver truly transformative work,” said Gregg Boling, CEO of GS&F. Our new positioning and branding and our new partnership with Guthrie’s are a direct expression of that belief, and this is just the beginning.”

Guthrie’s is the original innovator of the chicken-finger concept, which invented the chicken tenderloin industry.

"At Guthrie’s, we are on a mission to set the record straight. We invented this industry, and it’s time for us to reclaim our legacy," said Joe Kelly Guthrie. "Partnering with GS&F ensures we not only stay true to our roots, but also boldly expand our reach in a rapidly evolving market."

Guthrie's is known for its Gut Box: fried chicken fingers, crispy fries, creamy coleslaw, Texas toast and Guthrie’s signature sauce.

GS&F client work includes LP Building Solutions, A. O. Smith, Lochinvar and Hunt Brothers Pizza.