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Mugg & Bean will receive a comprehensive marketing solution that includes advertising, promotions, design and media strategy and planning from the Durban-based agency. Having been approached by the Famous Brands group, which acquired Mugg & Bean in 2009, the agency was awarded the business based on its track record with current clients, strong experience in the franchise industry and ÔÇÿdisruptive’ creative approach.
ÔÇ£Because the brand needs more than just regular advertising, the agency’s disruption approach that is central to our entire communications methodology was a significant factor in Mugg & Bean awarding us the business,ÔÇØ says Justin McCarthy, group MD of TBWAGroupDurban.
Graeme Morrison, managing executive of Mugg & Bean, comments, ÔÇ£We are delighted at the opportunity of drawing on the extraordinary retail skills and expertise of the agency’s team. They have impressed with their early interpretation of the brand and we are optimistic that exciting times lie ahead, both for us as brand owners and for our franchisees, as we leverage the very unique positioning which the brand occupies within the South African casual dining environment.ÔÇØ