BY DOUG ZANGER, THE DRUM

Venerable, iconic southern burger chain Krystal has named The Tombras Group, the Knoxville, Tennessee-based independent agency, as its agency of record. The account is moving from BrightRedTBWA.

“We screened for fit based on range of services, experience in restaurants, reigniting brands, and proximity to our customers. We identified Tombras as a lead contender and once we found the intangibles of cultural fit, a collaborative spirit and passion for our brand were in place, they delivered thinking and ideas that earned the relationship,” said Krystal chief executive officer Paul Macaluso.