Bonefish Grill picks new ad agency for rebranding campaign
SEAFOODNEWS.COM [Ad Age] By Maureen Morrison - September 25, 2014 -
Los-Angeles shop Pitch has been named the lead agency for casual-dining chain Bonefish Grill, which will be undergoing a rebranding.
Until now, Bonefish has not done much traditional advertising and has relied on WPP digital agency Blast Radius for its marketing. Bonefish handled the review process internally.
Despite its relatively low location count -- it has about 200 locations in 34 states -- Bonefish Grill has been positioned as a step above casual dining chains like Red Lobster and Chili's.
Bonefish is the second-largest chain in the full-service seafood category after Red Lobster; although Red Lobster is the biggest chain by a wide margin, Bonefish's systemwide sales were up nearly 12% in 2013 to $573 million, while Red Lobster's were down 3.1% to $2.4 billion.
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