Agency News
Gold Star Chili Selects Marcus Thomas
August 14th 2020
Ohio-based independent agency Marcus Thomas LLC announced that it has been named agency of record (AOR) for Gold Star Chili, Inc., the Cincinnati-based parent company of Gold Star Chili and Tom & Chee restaurants.
In choosing Marcus Thomas, Gold Star aims to accelerate its strategic growth effort, which includes broadening Gold Star’s menu options across its 81 greater Cincinnati-area locations, enhancing creative, digital and media, as well as growing the Tom & Chee business, a regional quick-service restaurant chain specializing in grilled cheese and soup offerings.
Gold Star’s decision to partner with Marcus Thomas came after a comprehensive search process that occurred almost entirely while both companies were following statewide stay-at-home orders. Even with these limitations, Gold Star felt sure of its decision to select Marcus Thomas. The agency stood out among competitors because of its media buying and digital expertise, and a creative approach focused on the human experience.
As AOR, Marcus Thomas will work with Gold Star’s marketing team to plan and oversee paid media and creative strategies, while providing strategic direction for Gold Star’s existing agency partners.
“With our experience in the food and service sectors, we understand the importance of marketing communications built around improving the customer’s experience,” said Mark Bachmann, Partner, Chief Client Officer at Marcus Thomas. “And the current health pandemic is fundamentally, and perhaps permanently, reshaping people’s relationships with their food. We need to thoroughly understand these evolving motivations in order to build our value exchange with people.”
In working with Marcus Thomas, Gold Star joins a broad stable of clients from across the home, kitchen and food sectors, including Vitamix®, KraftMaid Cabinetry, Troy-Bilt®, Moen, CRAFTSMAN®, LIBBY’S® Pumpkin, BUITONI® and Eagle Brand®, among others.
“Even though we have been in business for 50 years, we have major growth plans underway, so it feels like we’re just getting started,” said Jessica George, Vice President of Marketing for Gold Star Chili. “In Marcus Thomas, we’ve found a partner that will help us decode our consumers’ journey and bring the strategic insight and energy our organization requires at this critical time.”
Marcus Thomas LLC, with 200 professionals in its offices in Cleveland, Ohio and Buenos Aires, Argentina, is among America’s leading independent advertising agencies. Marcus Thomas is a recognized leader in digital strategy and technology; is Ohio’s largest media planning and buying agency; has been recognized by the Content Marketing Institute as one of the world’s leading content marketing agencies; and is regularly honored for its award-winning creative, public relations and social media campaigns.
