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Chuck E. Cheese names Zimmerman as new agency

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By Minda Smiley, Reporter

July 6, 2015 | 2 min read

Zimmerman Advertising has been selected as Chuck E. Cheese’s lead agency.

The Omnicom agency will handle the brand’s strategy, promotion, media, and integrated creative elements. Previously, the Dallas-based Richards Group handled creative for the brand.

The move comes as the company makes an effort to appeal to adults instead of just kids. Recently, it launched an updated menu that includes whole-wheat wraps and artisan pizza.

Michael Hartman, chief marketing officer at Chuck E. Cheese, said: “Chuck E. Cheese’s has undergone a tremendous amount of change in the last year and we need an agency able to keep up with our breakneck pace and hunger for consumer insight. After a lengthy creative review, we found Zimmerman shares our vision for success and obsession with metrics.”

Michael Goldberg, CEO of Zimmerman, said: “Chuck E. Cheese’s is a great concept with brand recognition off the charts. We are excited to work with a leadership team so focused on consumer experience. This is more than a legacy brand, it’s a great restaurant. As long as families with young kids are eating out, our opportunity is more frequent consideration.”

Zimmerman Advertising is headquartered in Fort Lauderdale, Florida. Its other clients include Party City, Dunkin’ Donuts, and Boston Market.

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