Zimmerman beat out Mullen in the finals of an RFP process, according to a statement from the agency. The hire was effective January 1.
Captain D’s replaced Manufacturing Goodness because it was looking for a new point of view, according to Sandy Smith, SVP of marketing at Captain D’s.
A multichannel campaign is expected in the first quarter of this year, said Michael Goldberg, CMO of Zimmerman. The agency will pay special attention to Lent, a busy time for seafood restaurants, as well as local restaurants’ individuality, he said.
“At the end of the day, about 80% of traffic comes from within three to five miles of a location, so every location is treated uniquely and local store activation is key,” Goldberg said.
Smith and Goldberg declined to specify the account’s budget.
Bob Cianfrone, founder of Goodness Manufacturing, said that Captain D’s was a “good client” to work with during its two-year partnership.