Family-friendly burger joint Red Robin Gourmet Burgers Inc. picked Vitro as its national creative agency of record.
Vitro, which has offices in San Diego and New York City, was selected after a nationwide agency search that included a capabilities review and creative and media assignment.
Vitro will help revitalize the restaurant chain through strategic planning, creative development and execution and media planning.
Its other clients include Redbox Instant by Verizon, Nokia, Clarisonic, Aldo, Ralph Lauren, Jose Cuervo, and others.
Vitro was picked off a long menu of candidates with the help of Janet Bustin of Mzyme Marketing, a Dallas-based consultancy that conducts agency reviews.
"[Vitro] delivered a fresh perspective that will help us climb to the top of this incredibly competitive category," said Denny Marie Post, senior vice president and chief marketing officer of Greenwood Village, Colo.-based Red Robin.
Vitro joins a roster of Red Robin agency partners that includes Parsippany, N.J.-based Coyne PR, the company's national public relations agency of record, which was selected in early 2012.