SAN DIEGO—Following a competitive agency review, Fleishman-Hillard International Communications has been retained as agency of record for San Diego-headquartered Garden Fresh Restaurant Corp., parent company of the Souplantation and Sweet Tomatoes branded restaurants. Fleishman-Hillard will lead national communications strategy and programming for the chain, which has grown to include 111 company-owned restaurants in 15 states.
Building on the company’s “Lots to Feel Good About” platform, Garden Fresh and Fleishman-Hillard are developing a complete strategy to reach and demonstrate to guests the wholesomeness, value, and community merits of Souplantation and Sweet Tomatoes. The program for 2009 will address affordable dining, nutrition education, corporate social responsibility, and green initiatives. Media and community relations, digital tactics, loyalty and rewards campaigns, and corporate communications all will be part of the overall plan.
“We selected Fleishman-Hillard as our national agency because of the strong strategic guidance and results we believe will benefit Garden Fresh and its restaurants, particularly amid a very challenging economic and competitive environment,” says public relations manager Erika DiProfio. “The team’s experience in brand and social marketing, as well as food and nutrition, combined with its forward-thinking approach and passion for our business, were factors in our decision. There was also great chemistry between us from the start—honest and open dialogue—and that’s important to a healthy partnership.”
Led by Fleishman-Hillard San Diego, the Garden Fresh account will also be supported by other offices including Sacramento and Los Angeles.