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Shoney’s Picks New Agency of Record, Plans Repositioning Campaign

Shoney’s Picks New Agency of Record, Plans Repositioning Campaign

NASHVILLE, TENN. —Shoney’s Restaurants Inc. has named MATCH Inc. of Atlanta its agency of record, replacing Cliff Freeman and Partners of New York.

Billings were not disclosed, but Shoney’s chief marketing officer Dan Dahlen has said the 283-unit chain spends about $20 million a year on advertising. —Shoney’s Restaurants Inc. has named MATCH Inc. of Atlanta its agency of record, replacing Cliff Freeman and Partners of New York.

MATCH’s duties include developing a national ad campaign supported by traditional and online initiatives to help reposition the chain. LattimerMoffitt Communications, an Atlanta-based ad agency specializing in Hispanic marketing, also will work on the campaign. —Shoney’s Restaurants Inc. has named MATCH Inc. of Atlanta its agency of record, replacing Cliff Freeman and Partners of New York.

Cliff Freeman had held the account since August 2005. Recent ads promoted Shoney’s new Fresh Roast proprietary coffee. —Shoney’s Restaurants Inc. has named MATCH Inc. of Atlanta its agency of record, replacing Cliff Freeman and Partners of New York.

Royal Hospitality Corp. of Atlanta acquired Shoney’s in January. —Shoney’s Restaurants Inc. has named MATCH Inc. of Atlanta its agency of record, replacing Cliff Freeman and Partners of New York.

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