Roy Rogers® Restaurants Selects MDB Communications as Agency of Record

Roy Rogers® Restaurants selected MDB Communications as its agency of record. MDB will provide account planning and strategy, creative services and media planning for the iconic 50-year-old brand, building off its core values of traditionally good food and traditionally good values.

D.C.-based MDB will create an integrated campaign around the four key pillars embodying Roy Rogers’ philosophy: Quality People, Quality Products, Quality Experiences and Quality Business. The agency will employ radio, digital, print, out-of-home, experiential, and social media marketing initiatives and promotions to rebrand the iconic restaurant chain and elevate awareness and excitement throughout the MidAtlantic and Northeast regions of the United States, where the chain currently has locations and plans to expand. Public relations will also advance the brand in conjunction with promotions and expansion milestones.

“We’re delighted to have the opportunity to reignite, as well as introduce, such a beloved brand to existing and new customers. Roy Rogers is truly one of a handful of brands that evoke such loyalty from their fans. To be selected as agency of record from such a tough competitive field is an honor,” said Cary Hatch, CEO of MDB Communications, a Capitol Communicator sponsor.

MDB has worked with high-profile brands including Sprint, the Newseum, Destination DC, the International Spy Museum, and National Geographic.

“Being Royalists themselves, the MDB team demonstrated an immediate understanding of and enthusiasm for the opportunities that exist with Roy Rogers. MDB brings a portfolio of not only strong creative and strategic thinking, but also the tactics necessary to make these successful in execution. As we work together to create even more excitement through innovation and expansion, we expect increased interest and trial from across the region, and the country,” said Mark Jenkins, Senior Director of Marketing for Roy Rogers.

Jim Plamondon, co-owner of Roy Rogers, shared, “People have a lot of nostalgic fondness for this brand. That is an asset we definitely want to leverage going forward. But we also want to create and capitalize on relationships with new populations, whether they be up and coming generations, additional demographic groups or simply people in markets where we haven’t been before or haven’t been in a long time.”

For more information on MDB Communications, a Capitol Communicator sponsor, visit www.mdbcomm.com.