WEST PALM BEACH, FL: Fast-casual restaurant chain BurgerFi International has hired Allison+Partners as its PR AOR.
The agency started working on the mid-six-figure account on June 24, following a formal RFP. Five firms pitched for the business, said Lisa Rosenberg, partner and president of consumer brands at Allison.
The agency is planning to drive BurgerFi’s consumer marketing initiatives and support franchise sales efforts and thought leadership. The agency will build brand awareness through integrated communications programs and generate publicity for key initiatives, promotions and product offerings. Allison’s work includes the launch of BurgerFi’s first national brand campaign and customized local outreach supporting store openings. The firm will also work to increase awareness and interest in franchisee buying rights.
“They are going to be on TV for the first time [with a brand campaign] launching the week of July 20,” said Rosenberg. "It will focus on the real food ideology, all about the fact that BurgerFi uses all natural ingredients, no preservatives and no hormones.”
Last month, BurgerFi said it is planning to go public after signing a non-binding letter of intent to merge with Opes Acquisition Corp. The companies plan to close the deal in Q3 in a merger that would allow BurgerFi to become a publicly traded company on the NASDAQ stock exchange.
“We are helping them put together a strategy for growth,” said Rosenberg. “We are helping them as they head toward [becoming a public company] this fall.”
Allison also supported BurgerFi’s promotions for National Fry Day. On Monday, customers received half-price double cheeseburgers with an in-store purchase of regular-sized French fries. Through Friday, the chain is offering free regular-sized fries with any purchase ordered on the BurgerFi app.
“We wanted to do a twist on what most burger chains traditionally offer on National Fry Day and do something that would break through,” said Rosenberg.
Rosenberg and SVP Jill Wahler are leading a team of six staffers on the business.
The incumbent on the account was Tilson PR. Rosenberg said BurgerFi parted ways with the agency this year, before starting the review. A Tilson representative did not respond to requests for comment.
Established in 2011, BurgerFi has 125 restaurants domestically and internationally. The chain intends to open additional corporate and franchise locations through 2021 in its home state of Florida and select areas in the U.S. Southeast, Mid-Atlantic and Northeast regions.