Shoney’s names MATCH as new ad agencyShoney’s names MATCH as new ad agency

NASHVILLE Tenn. Shoney’s Restaurants has named MATCH Inc. of Atlanta as its agency of record, replacing Cliff Freeman and Partners of New York.

Billings were not disclosed, but Dan Dahlen, chief marketing officer of franchisor Shoney’s Restaurants Inc. here, has previously said the 283-unit family restaurant chain spends about $20 million a year on advertising.

MATCH’s duties include developing a national ad campaign supported by traditional and online initiatives to help reposition the chain. LattimerMoffit Communications, an Atlanta-based ad agency specializing in Hispanic marketing, also will work on the campaign.

Cliff Freeman had held the account since August 2005 and developed a series of TV and radio spots for the chain, including recent ads for Shoney’s new Fresh Roast proprietary coffee.

Royal Hospitality Corp. of Atlanta acquired Shoney’s in January.