Krystal goes indie, names The Tombras Group AOR

Venerable, iconic southern burger chain Krystal has named The Tombras Group, the Knoxville, Tennessee-based independent agency, as its agency of record. The account is moving from BrightRedTBWA.

“We screened for fit based on range of services, experience in restaurants, reigniting brands, and proximity to our customers. We identified Tombras as a lead contender and once we found the intangibles of cultural fit, a collaborative spirit and passion for our brand were in place, they delivered thinking and ideas that earned the relationship,” said Krystal chief executive officer Paul Macaluso.

Founded in 1932, and known for serving up sharable, square hamburgers, the brand is looking to generate more momentum in the competitive QSR space. To that end, The Tombras Group is bucking the project work trend by getting the full meal of assignments including all aspects of strategic planning, creative, media planning and buying across broadcast, social, digital, PR and point-of-purchase.

“Growing up in Tennessee, the Krystal brand has always meant a lot to me personally,” said Dooley Tombras, executive vice president of The Tombras Group. “I have incredible memories eating there with my family in childhood to late nights in college, and that feeling is shared across The Tombras Group. We all know the brand so well that the opportunity to work on this business is a longtime dream come true. “

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