Independent media agency Canvas Worldwide has been named US media agency of record for fast casual restaurant chain Five Guys.  

The incumbent was Chemistry. Media expenditures in 2026 are estimated at $26 million by COMvergence.   

The eatery is well-known for having not used traditional advertising for most of its history (it was founded in 1986 and is still family-owned), relying on word of mouth as a primary awareness driver.  

Earlier this year it launched its first national advertising campaign, "Your Burger Guy," created by Chemistry.  

Canvas will lead integrated media strategy, planning, buying, analytics and measurement for the client, which says it is preparing for its next phase of growth.  It currently operates 1,500 restaurants in the US and another 500 in other countries.   

Part of Canvas's attraction is its experience in the casual dining sector, including some regional McDonald's business. "Canvas distinguished itself with a thoughtful strategy, strong team and clear focus on driving business results,” Five Guys Chief Commercial Officer Navin Sharma said.  

Paul Woolmington, CEO of Canvas Worldwide, stated, “Our strategy is designed to help introduce more consumers to what makes Five Guys different while ensuring every media investment is accountable to real business outcomes.”