T.G.I.Friday‘s has chosen Peppercom as its AOR, handling ongoing PR, digital and social media, marketing activities, partnerships and special programs, and the company’s World Bartender Championship (WBC), now in its 20th year.
The WBC is a competition among the restaurant’s 7,000 bartenders worldwide ending with one global champion.
Work on the account began on October 1.
Update: Ed Moed, managing partner and co-founder of Peppercom, tells PRNewser that the relationship between the firm and T.G.I.Friday’s began months ago with talks about how the WBC can help build the Friday’s brand further.
Moving forward, the firm will be using digital media, traditional media, and other tactics and strategies to grow awareness of the competition and the brand’s bar offerings overall.
“What they’re trying to own is infectious energy around the bar,” said Moed. In addition, there will be day-to-day work, such as calendar-related initiatives, such as those tied to St. Patrick’s Day.
While Moed could not discuss the dollar value of the account, he said it’s “one of the larger accounts at Peppercom.”