O’Briens, the sandwich bar and café franchise, has appointed Glasgow-based Frame to its national account following a creative pitch.

Upwards of 10 agencies were considered during the process and face-to-face pitches were seen from a final shortlist of three.

The O’Briens business was founded in Ireland in 1991 and became a franchise in 1995.  There are more than 80 stores in the UK, with ambitious new store opening targets set for 2010.

Frame has a strong experience in the sector having been Subway’s UK agency for over four years, up until earlier this year. During their relationship Subway grew from fewer than 200 stores to more than 1400.

The hiring of a new agency signals the start of a major marketing push for O’Briens in 2010 which will see new products, improved store branding and communications, advertising and promotions.
 
Announcing the appointment, Lee Fish, UK master franchisee said: “We spoke to a long list of potential agencies, but when it came down to it, Frame knew more about our market than anyone else. That, coupled with the passion and enthusiasm of the team just made us feel we’d found the right people to work with. We’re expecting very big things from them this year.”

Gary O’Donnell, one of the owners of Frame commented: “We’re absolutely delighted to be working with O’Briens and we’re sure we can play a part in making the brand better known, and the business bigger and better.”

One of the first tasks to be undertaken by the agency will be to visit as many stores as possible up and down the UK, a process they’ve already started.

The first promotional work to be undertaken by the new team is already in development and is due to launch at the end of January. The assignment covers the full marketing mix including digital.