Campaign Imminent: Luna Grill taps new AOR after hiring CBO, plans rebranded work
Update: In preparation for its 
upcoming rebrand (see store layout to the right), Gestalt Brand Lab as its AOR to develop all brand strategy and purpose; the agency will direct and design each consumer touchpoint and brand experience, including all communications, activations, sales touch points and environments, according to co-founders Chad Farmer and Brian Munce. The Mediterranean chain will launch some of its first work from Gestalt in Jan, along with new menu items. This shift closely follows Luna Grill's hire of its first chief brand officer, Richard Pinnella (detailed below).
According to Adbeat, Luna Grill's digital display ad placements this year started in Feb and ended in Oct. From Dec 2018-2019, the company's spend dropped exponentially to a mere ~$717 from the ~$6,700 spent from Dec 2017-2018. Despite this decline, we should see spend pick back up under a new AOR and a new marketing chief. This year's advertisements were placed programmatically via Google Search Partners ($414) and Google ($303) onto sites such as yellowpages.com ($372), ebay.com, orlandoweekly.com and timeout.com.
Those able to drive foot traffic to Luna Grill's 50 locations (it added 30 in the last three years) in Southern California and Dallas-Fort Worth (view map here) will have an advantage securing ad revenue. As Mediterranean food becomes more and more popular, especially among millennial and Gen-X parents, the company will likely continue to expand. In fact, Pinnella told QSR Magazine that he has plans for slow and steady growth for Luna Grill; his main focus is currently on building "a guest-facing culture." Additionally, the company's delivery and carryout services have seen double-digit growth.
Agency & martech readers - Luna Grill's work seems tied up for now, so prospect elsewhere for more immediate prospects.
Below was originally published on Oct 24:
In order to fuel its aggressive expansion plans, Mediterranean chain Taco Bell saw overall spend increases under Pinnella's leadership, so we expect this pattern to continue at Luna Grill.
During the past 12 months, Adbeat reports that Luna Grill has spent $803 on digital display ads placed primarily programmatically via Google Search Partners ($414) and Google ($303). Top site destinations include yellowpages.com ($372), ncsandiego.com and ebay.com. Unfortunately, this reflects a -94% decline from the $13,597 spent within the 12 months prior (Oct 2017-2018). Despite this drop, we should see spend pick back up under a new marketing leader, especially since Taco Bell spent more here under Pinnella.
Luna Grill currently operates 50 locations in Southern California and Dallas-Fort Worth (view map here); regional sellers able to drive foot traffic will have the upper hand. Mediterranean food is becoming very popular, especially among millennial and Gen-X parents.
Agency & martech readers - consider reaching out for potential work under the company's new CBO.
