Bonefish Grill Taps Pitch For Rebranding Effort
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Los-Angeles shop Pitch has been named the lead agency for casual-dining chain Bonefish Grill, which will be undergoing a rebranding.
Until now, Bonefish has not done much traditional advertising and has relied on WPP digital agency Blast Radius for its marketing. Bonefish handled the review process internally.
Despite its relatively low location count — it has about 200 locations in 34 states — Bonefish Grill has been positioned as a step above casual dining chains like Red Lobster and Chili’s. Pitch President Rachel Spiegelman said that Bonefish’s new campaign coming next year will reposition the brand as an innovator with an atmosphere better than other full-service chains. She said that will be a challenge given that the category is often viewed by consumers as a “sea of sameness” in its advertising, with constant value deals and product shots.
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