NEW YORK, April 18, 3013 /PRNewswire/ -- Ignite Restaurant Group (NASDAQ: IRG) today announced that it is consolidating its brand advertising with McCann Erickson New York, adding agency of record responsibility for its Romano's Macaroni Grill brand, and strategy responsibilities for Brick House Tavern + Tap. This move follows Ignite's November 2012 announcement naming McCann as agency of record for Joe's Crab Shack.
The consolidation builds on the success of the Joe's Crab Shack partnership, which in February of this year led to the debut of a new well-received campaign themed "100% shore". To capture the essence of the Gulf shore, the debut spot was shot in Galveston Texas, home of Joe's. Its cast of non-actors included local fishermen some of whose families have worked the waters for generations, and the distinctive Southern voice of Roy Blount Jr., Southern author, humorist and NPR commentator.
"The positive feedback from '100% Shore' and the great working relationship we've developed with McCann led to this consolidation," said Ignite Chief Marketing Officer, Robin Ahearn. "Our goal is to drive frequency with our current guests and introduce our restaurants to new guests across the country. McCann is helping us do just that."
"From the very start there was a terrific feeling of collaboration between our team and theirs," said Hank Summy, President of McCann North America. "We are thrilled with the opportunity to broaden our responsibilities and will continue to focus hard on helping Ignite meet ambitious goals for their distinctive restaurant brands."
About Ignite Restaurant Group
Ignite Restaurant Group, Inc. (NASDAQ: IRG) owns and operates nearly 350 restaurants throughout the U.S. Headquartered in Houston, Ignite's portfolio of restaurant concepts includes Joe's Crab Shack, Romano's Macaroni Grill and Brick House Tavern + Tap. Each brand offers a variety of high-quality, chef-inspired food and beverages in a distinctive, casual, high-energy atmosphere. The company is also a franchisor for Macaroni Grill in locations in the U.S., U.S. territories and internationally. For more information on Ignite and its distinctive brands visit www.igniterestaurantgroup.com.
About McCann Erickson New York
McCann Erickson New York is the flagship and largest office of McCann Erickson Worldwide, the world's largest advertising agency network with operations in more than 120 countries and a client roster that includes preeminent global marketers and many of the world's most famous brands. The agency is a unit of McCann Worldgroup, a leading global marketing solutions network, part of the Interpublic Group of Companies (NYSE: IPG).
SOURCE McCann Erickson New York