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Tropical Smoothie Cafe has named 3Headed Monster (3HM) as the fast casual franchise chain’s first-ever creative agency following a competitive pitch. The Atlanta-based company previously worked with various agencies on a project basis.

The scope includes TV, radio, digital, social, outdoor and in-store advertising with the chain’s first brand-based advertising campaign set to begin this summer.

TSC has strategically advertised as the chain has grown from operating one store in Tallahassee, FL, to now having over 830 cafes in 44 states.

Six years ago, the company introduced what it called its first system-wide TV ad campaign airing locally in all of the brand’s markets.

More recently, TSC appointed Brandience as the restaurant chain’s “grand opening” agency of record as the chain “aggressively” expanded its footprint. At the time of the assignment in March 2019, the Cincinnati-based full-service agency was also tapped to serve as AOR for about one-third of Tropical’s local co-ops across the country.

Nashville-based The Buntin Group retains media duties and will oversee the forthcoming campaign’s buying and planning.