King’s Hawaiian Names SRG Foodservice Agency of Record

In a move that represents an expansion of its marketing efforts, King’s Hawaiian, the leading producer of Hawaiian bakery products, has named the Sterling-Rice Group as its first food service agency-of-record.

“We are extremely excited to extend our marketing efforts into the food service universe with this partnership with such an accomplished team at SRG” stated Chad Donvito, chief marketing officer at King’s Hawaiian.

SRG will work with King’s Hawaiian to drive growth in the foodservice industry, creating irresistible new ways for consumers to experience the variety of King’s Hawaiian delicious products away from home.

“We see an opportunity to leverage the appeal of our brand within the influential foodservice marketplace,” explained Raouf Moussa, vice president, sales and trade marketing. “SRG has strong and proven foodservice capabilities and a full array of marketing resources from media, sales support and advertising to help us grow our brand in this important marketing channel and beyond. While the channel is in recovery mode, we see King’s Hawaiian as a way for operators to differentiate their menus.”

King’s Hawaiian is a beloved brand, and made its mark in foodservice through such partnerships with Arby’s Brown Sugar Bacon Sandwich promotion and the recent Instagram favourite, King’s Hawaiian Crispy Chicken Sandwich at Fatburger. King’s Hawaiian also partners with the Los Angeles based Craft Casual favourite, Dog Haus, as the primary carrier of their dogs, sausages, and burgers.

“King’s Hawaiian has a great allure to the foodservice operators as it makes menus instantly crave-able, whether it’s sandwiches, breakfast items and more,” explained Amy Shipley, managing director and Partner at SRG. “We are excited to help this iconic brand grow their share in foodservice and help operators welcome back customers to their stores with a truly elevated experience.”