Maloney & Fox has won a competitive pitch to guide PR and social media for Elevation Burger, the organic burger restaurant chain.
EB kicked off a PR search in August to support its market expansion as it tries to grow from 25 restaurants to 100 by the end of 2013. The chain started in Falls Church in 2005 and considers “discerning parents” a key target market for its burgers, which are made from beef of grass-fed cows, and served with hand-cut French fries made in olive oil. Shakes are made from ice cream and hormone-free milk.
Elevation Franchise Ventures, the franchisor of the eateries, said in the August RFP that it expected to interview five firms for a retainer PR budget in the $3K-$5K/month range.
James Stewart, brand manager at Elevation, said the RFP went to nearly 40 firms. He said the company was “blown away” by M&F’s team and appetite.
M&F is charged with branding and positioning, corporate comms., social media and content development, media relations, marketing campaigns and strategic partnerships.
M&F, part of Waggener Edstrom, is based in New York.