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Pitch won by: Grey


Pitch

PITCH

Creativity

TargetSUMMARY

Glendale, California-based restaurant chain Applebee’s, which has struggled of late, is hoping Grey can help it shake off the doldrums. The firm has selected Grey as its new creative AOR for North America after a review that began late last year.

Barkley had been the incumbent for about a year, after replacing CP+B on the account. Grey’s New York and Los Angeles offices will both service the account.

Grey will be responsible for creative development, collaborating on market strategy and brand positioning. The appointment is effective immediately.

Grey is working on a new integrated campaign currently scheduled to break in July.

Applebee’s spent an estimated $170 million on ads in 2015, according to Kantar Media. Last year, the restaurant chain invested heavily in a menu overhaul to help spur lackluster sales. But same-store sales in the fourth quarter were down 7.2%, and parent company DineEquity indicated earlier this month that at least 40 Applebee's stores would be closed in 2017 after a similar number of closures last year.

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