A new TV commercial by BJ’s Restaurants Inc. in Huntington Beach employs Generation Z to test its new EnLIGHTened menu, which is “loaded with vegetables and grains.” Spoiler alert—it passed.
The 30-second spot, developed by DDB San Francisco, builds on the casual restaurant chain’s Honest Critics online video series. It features preschoolers, dressed as their favorite superheroes, giving “candid feedback on how the better-for-you nutritious ingredients amplify their super powers.”
“There’s nothing more honest than a 5 year old, especially when they are embodying their ultimate super hero,” Chief Marketing Officer Kevin Mayer said in a statement. “If our EnLIGHTened menu is loved by the pickiest of eaters, we know that our BJ’s fans, and those who aren’t yet fans, will love it, too.”
BJ’s, which has a market value of about $780 million, owns and operates 197 restaurants under the BJ’s Restaurant & Brewhouse, BJ’s Restaurant & Brewery, BJ’s Pizza & Grill and BJ’s Grill brands. It’s the second-largest OC-based restaurant chain after Taco Bell Corp. in Irvine, and had 2016 systemwide sales of $993 million.
BrandRep Acquired
Irvine-based digital marketing agency BrandRep Inc. was acquired by Millpond Equity Partners in Boca Raton, Fla., on undisclosed terms.
BrandRep, founded in 2009, specializes in local search engine optimization via its proprietary software, and offers website development services, lead generation and brand alerts. It has 18,000 customers in end markets that include healthcare, home maintenance, retail, beauty and construction.
The investment is “consistent with Millpond’s strategy of acquiring growth oriented, lower middle market service businesses that provide specialized expertise, have recurring revenue elements, and can benefit from Millpond’s hands-on operating approach to value creation,” the private equity firm’s managing partner, Larry Shagrin, said in a statement.
Ryan’s New Ride
Ryan Villopoto, four-time AMA Supercross Champion and three-time AMA Motocross Champion, has signed on as marketing partner of Yamaha Motor Corp. USA in Cypress. The move came as a surprise to many in the industry, since Villopoto has had a long-standing relationship with Kawasaki Motors Corp. U.S.A in Foothill Ranch. The athlete joined the Kawasaki family at age 14 as a member of the Monster Energy Kawasaki Team Green, and spent his entire professional career competing aboard Kawasaki KX motorcycles, according to the company. He retired from professional competition in 2015 after an injury. Most recently he served as Kawasaki Racing Influencer, promoting the brand at events and on his social media channels.
Villopoto will collaborate with Yamaha “on quite a few motorsports actions, with the aim of selling all facets of motorcycling and motorsports all through the U.S,” according to General Manager of Motorcycle Operations Mike Doughty.
Agency Sells
Philadelphia-based advertising agency 160over90, which has an office in Newport Beach, traded hands in a deal estimated at $200 million. Private equity firm Searchlight Capital Partners L.P. sold it to Endeavor Global Marketing in New York.
160over90’s clients include Ferrari, the Indianapolis Colts, the Philadelphia Eagles, Texas A&M University, the University of Virginia and Under Armour. The OC office, which employs nine people, serves the University of California-Los Angeles, Seattle University and the University of New Mexico accounts. Endeavor, which has more than 500 employees, works with Anheuser Busch InBev, GE, Marriott, Microsoft, USAA, Visa and YMCA. 160over90 Chief Executive and Principal John Campanell will remain with the agency and report to Endeavor Executive Vice President Ed Horne.
“160over90 is unique in its commitment to sustainable brand storytelling, helping emerging and established brands and organizations connect with their constituents in compelling ways that stand out,” Horne said in a statement. “This team’s expertise and understanding of the unique challenges and opportunities inherent in building brands for the long term will further strengthen our collective ability to deliver strategic narratives that place brands at the center of culture.”
Bits & Pieces
Newport Beach-based fine jeweler Lugano Diamonds opened its third retail location, in Palm Beach, Fla. It also has a store in Aspen, Colo.
