Casual dining chain Perkins American Food Co. has named Acadia as its new media and social agency of record.   

Acadia will oversee paid search, paid social, integrated media, TikTok and Instagram management, influencer management, studio creative, and full-funnel analytics support.  

The decision follows a formal review led by parent Ascent Hospitality Management. Incumbents included Buntin Group and Dunn & Co.  

The new partnership is part of a broader effort by Perkins to grow both in-store and off-premise, while carving out a “clearer voice” in digital culture.   

“We were looking for a partner that could provide a comprehensive media strategy from analytics to implementation, along with creative that performs,” said Kimberly Bean, vice president of marketing at Perkins. “Acadia understands challenger brands like ours, and their social-first creative approach that helps brands connect with relevance and relatability was very important to us.”   

The partnership launched with a playful new campaign titled “Burgers, Fries, Pies and Lies" that pairs social-forward creative with paid media and integrated influencer partnerships, including a collaboration with mega-influencer Zachariah Porter, intended to amplify the message that burger, fries, and pie are an irresistible combination.     

Jared Belsky, CEO of Acadia, said, “We saw an opportunity to tap into the joy of the food, and to give the brand a stronger voice. This started with social and extends across every touchpoint.”   

Founded in 1958 as a single pancake house in Ohio, Perkins has grown into a leading family restaurant with nearly 300 company-owned and franchised locations in 32 states and Canada.    

Perkins is the latest of a pocketful of new business wins for the agency this year. Others include Belkin, Puma, Mission Pet Health, Ergo Baby, Cybex, Kidde, and more.