Krystal Co., Chattanooga, Tenn., chose McKinney & Silver, Raleigh, N.C., to handle its $15 million to $18 million account. The southeastern hamburger chain also had been considering Ames Scullin O'Haire and Austin Kelley Advertising, both Atlanta. Former agency Ogilvy & Mather, Atlanta, didn't participate in the review. Wannamaker Associates was the review consultant. "We're trying to aggressively grow this business. We have said we will double our size in two years," said Gordon Davenport, VP-marketing and development at the 380-unit chain. "As we build and grow the business, we want people who can help us to bring out all the positives in the brand that are motivating, relevant, that will make consumers want to do business with us." McKinney did project work for CKE Restaurants' Hardee's Food Systems several years ago, but this is the first major fast-food account for the agency, said Don Maurer, president-CEO. Part of the winning strategy for the agency was to tap into the passion people have for the brand, he said, explaining, "There's a certain emotional affinity people have, there's this emotion that comes out." McKinney will begin work immediately, and Mr. Davenport expects to see new creative by September or October. Both men said it was too soon to tell the fate of the current "Fresh, hot, small, square" tagline.
Copyright June 2000, Crain Communications Inc.