Smashburger Selects Mullen Lowe as PR AOR

PR Week reports that Denver’s Smashburger has selected the Boston-based PR firm Mullen Lowe as agency of record:

The restaurant chain issued an RFP at the start of December and selected Mullen Lowe later that month. Aside from Mullen Lowe, 10 agencies pitched for the business, including DKC, Canvas Blue, Connect PR, Kaplow Communications, Stuntman PR, MWW, M Booth, Spong, Exponent PR, and Allied Integrated Marketing. The finalists were Mullen, M Booth, DKC, and Exponent.

Mullen Lowe will manage Smashburger’s media relations nationally and locally. For instance, the firm will help to get the word out about the chain’s promotion windows, which change every eight weeks, and support restaurant openings with proactive and reactive communications.

The firm’s first order of business is helping Smashburger put together a core PR strategy, including key messaging points to be included in all pitches throughout the year, and defining what beliefs drive Smashburger from a consumer and internal perspective.

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