Two Minneapolis ad agencies book new clients

  • Article by: DAVID PHELPS , Star Tribune
  • Updated: April 30, 2012 - 8:37 PM

Campbell Mithun signs Popeyes; Carmichael Lynch gets pet-food account.

Two Minneapolis ad agencies have picked up new business.

Campbell Mithun has been named digital agency of record for Popeyes Louisiana Kitchen, the fast-food chicken mega-outlet, it was announced Monday. And Friday, Carmichael Lynch announced that it has been named agency of record for Merrick Pet Care, a Texas-based supplier of premium pet food.

Campbell Mithun has developed an app for Popeyes called the "Mood Wing" to help customers determine whether they want spicy or mild bone-in chicken. In addition to the app, which went live Monday, Campbell Mithun also will work with Popeyes on digital integration for key promotions, social media efforts, mobile marketing and analytical reporting.

"What we love about the Popeyes partnership is the passion surrounding the brand," said Campbell Mithun president Rachael Marret. "Their customers are in love with their food and many are already active users of social and mobile."

The "Mood Wing" app will recommend spicy or mild chicken coatings based on Facebook and Twitter activity by Popeyes customers.

Popeyes, in its 40th year, has more than 2,000 restaurants in the United States and 25 foreign countries.

Carmichael Lynch's assignment for Merrick includes a brand relaunch and an advertising campaign called the Merrick Food Revolution that is scheduled to debut in June.

Carmichael Lynch has a reputation as a pet-friendly agency and has had good luck using dogs in commercials for clients including Subaru, which advertised during the last two Puppy Bowls on Super Bowl Sunday.

"I was first attracted to Carmichael Lynch when I saw their Subaru 'Dog Tested, Dog Approved' campaign," said Carolyn Hanigan, vice president of marketing for Merrick, which sells all-natural pet food and treats at retail outlets that include Petco.

David Phelps • 612-673-7269

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