Zimmerman is Big on Little Burgers

March 5, 2009

Agency Wins Iconic, $20 Million White Castle Account

FT. LAUDERDALE, Fla., March 5 /PRNewswire/ — World-famous White Castle restaurant chain flipped for Zimmerman’s style of national retail brand building. Zimmerman has been tapped as the full-service agency for the 400-plus restaurants – America’s first hamburger chain.

(Photo: http://www.newscom.com/cgi-bin/prnh/20090305/FL79244)

The Columbus, Ohio-based firm, worked with consultant Lorraine Rojek of RCG in its search for a new agency to replace incumbents JWT and Mindshare. White Castle had worked with JWT for 15 years.

“White Castle is ready to evolve its brand within a new marketplace,” says Kim Bartley, Vice President of Marketing for the cult burger maker. “We have chosen Zimmerman for the agency’s undeniable focus on results, and the brand sensibility they will bring to distinguishing White Castle from the competition and imitators that has certainly developed over eighty years.”

“They are a pioneering company with an amazing connection to their loyalists,” says Michael Goldberg, EVP, Chief Marketing Officer for Zimmerman. “Our mission will be to add currency to the White Castle story and invite a new generation of ‘cravers’ to the brand that invented the ‘Slyder(R)’.”

With deep results in the food sector – and far beyond – Zimmerman is tasked with the evolution of a classic. “White Castle is THE original – loved by millions of loyal ‘cravers’,” says Founder and CEO Jordan Zimmerman. “I grew up as one of those cravers, and being a part of building the future of a brand that was such a major part of building my past feels especially rewarding.”

With $20 million in reported billings, White Castle is a longtime QSR player with a fresh, proven reputation that Zimmerman will enhance with initial work slated to appear by the end of the first quarter of 2009.

About White Castle

At 88 years of age, only White Castle has had a hit movie based solely on a trip to obtain a sackful of Slyders – “Harold & Kumar Go to White Castle,” and it was written by two customers!

But when you add it up, the by-the-numbers White Castle math just can’t compare to the steam-grilled science of creating that signature Slyder. Or the consistent history of high quality and great taste that turned fast food into big business and jumpstarted the nation’s first hamburger century. (Well, almost a century: meat rationing during World War II forced the company to sell hot dogs and eggs.) But like other cult brands, White Castle acknowledges the shared secret language of committed Cravers across the country and has a history that includes: the First fast-food hamburger chain ever; First to sell a million hamburgers; First to sell a billion hamburgers; and First frozen restaurant-quality burger for sale in grocery.

About Zimmerman Advertising

Headquartered in Fort Lauderdale, Florida, Zimmerman Advertising, an Omnicom Group(TM) company, is the country’s leading national retail brand builder, and the 14th largest advertising agency in the United States, with more than 1,100 full-time associates and offices throughout the country, including New York, Los Angeles, Washington DC, Chicago, Dallas, San Francisco and Atlanta.

Omnicom Group (NYSE: OMC) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

Media Contact: Kelly Owens at Shamin Abas Public Relations, 561.366.1226 or 917.652.1988, or email kelly@shaminabaspr.com

SOURCE Zimmerman

Source: newswire

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