Perkins Selects Buntin Group as New Agency of Record

The Restaurant Group Previously Worked With Doner and Engauge

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The Buntin Group is now agency of record for Perkins Restaurants.

After a review, the Nashville-based agency was chosen by the Memphis-based restaurant group. As agency of record, Buntin will provide traditional and digital strategy, as well as print, television, social media, research, analytics, paid media and field marketing work. Buntin's first work for the restaurant chain will air this fall.

"This win gives us a seat at the Perkins table during a unique and exciting time for the business," Jeffrey Buntin Jr., Buntin Group president-CEO said in an email.

According to Kantar Media, Perkins' measured media spending was $5.74 million in 2013 and $5.72 million in 2014.

Wade Breaux, CMO of Perkins & Marie Callender, said three agencies were invited to pitch during the review, and Buntin was chosen for its strategic and creative work, understanding and experience in the restaurant category and passion for the brand.

Doner was Perkins' agency of record since 2011. In an email, Perkins said Doner was not invited to participate in the review.

"We elected to part ways," said David DeMuth, Doner co-CEO and President. "We've been helping them transition to a new agency partner." In an email, the company said, "We didn't feel like we could do our best work, and the client felt they could benefit from having a regional partner. We wish them continued success."

Perkins was founded in 1958 and became part of Perkins & Marie Callender's in 2006 after the merger of Perkins Restaurants and Marie Callender's Restaurant & Bakery. In June 2011, Perkins & Marie Callender's Inc. filed for bankruptcy, listing assets of $290 million and debt of $441 million in its Chapter 11 petition. Perkins now operates 410 restaurants in 33 states and five Canadian provinces.

In February, the Perkins spot below was posted on the Youtube account of post-production company Hudson Edit and lists Doner as the agency in the creative credits.

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