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Campaign Imminent: Roy Rogers hires AOR to assist with expansion, plans new campaign (Score 70)

Western-themed QSR chain partnered with location intelligence technology platform SiteZeus and tapped a new AOR.

The chain hired Quality People, Quality Products, Quality Experiences and Quality Business - and help rebrand the restaurant.

It has not been disclosed when such a campaign will launch, but we imagine it'll be soon since Roy Rogers' first new location is locations, but seems to be focusing on millennials and Gen-Z with the modernization and rebrand efforts.

Spend at the brand is tiny (Adbeat reports digital display over the last 12 months dropped to $28 from $2.1k during the 12 months prior and was placed via Google onto sites loudountimes.com, nrn.com, capitalgazette.com and carrollcountytimes.com), but we expect those numbers to ramp up with the new agency, the expansion plans and the new marketing leadership.

Roy Rogers promoted CJ Trammell from local store marketing specialist to field marketing associate manager (February) and Danae Taylor from brand marketing specialist to brand marketing associate manager (February). Remember it hired Mark Jenkins as senior marketing director (brand CMO function) last June.

In addition to the aforementioned channels, Roy Rogers has also been known to use sponsorships. For example, in order to support its 50th anniversary, it partnered with famous baseball player Cal Ripken Jr.

Agency & martech readers -- MDB is not handling media buying or PR, so those accounts may still be up for grabs, and those with restaurant experience should reach out. We don't know who currently holds those accounts. Focus pitches on helping Roy Rogers with its expansion plans and helping it keep top-of-mind amid competitors like Hardee's, McDonald's and Arby's.