HuHot Mongolian Grill Names Shine United Agency of Record

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Responsibilities include refining brand positioning and developing a comprehensive consumer campaign

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From our very first discussion with Shine, it was clear that we were talking to an agency with a methodical, data-driven approach that will challenge the status quo in every part of our business.

Shine United has been named agency of record for HuHot Mongolian Grill LLC, a national create-your-own Asian stir fry concept offering a wide variety of meats, seafood, noodles, fresh veggies and signature sauces. Shine, which has a great deal of experience in the food and restaurant category, will be responsible for refining brand positioning and developing a comprehensive consumer campaign for the rapidly growing Mongolian grill franchise, which has 59 locations in 16 states.

“We were looking for fresh thinking that could help us take our brand to the next level,” said Stephanie Krause, VP of Marketing. “From our very first discussion with Shine, it was clear that we were talking to an agency with a methodical, data-driven approach that will challenge the status quo in every part of our business. We’re excited for what their strategic and creative firepower will mean for our franchisees and our organization as a whole.”

The engagement will be focused on building awareness and preference for HuHot within both established and new markets, and will include brand and marketing communications planning, radio, digital, social, in-store and local store marketing executions.

“HuHot is a truly unique brand that is poised for rapid growth,” said Curt Hanke, Shine founder and CEO. “We’re excited to help HuHot continue its legacy of bold, irreverent work to capture their unfair share of attention.”

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About HuHot Mongolian Grill

HuHot is a national create-your-own stir fry concept offering a wide variety of meats, seafood, noodles, fresh veggies, and signature sauces to suit your tastes. Select your favorite ingredients then be entertained as your meal is cooked to perfection by our grill warriors on a 6-foot, scorching hot grill. It's always all-you-can-eat, so you can create a different meal every time.

HuHot Mongolian Grill, LLC opened its first restaurant in Missoula, Montana in 1999 focusing on fresh food, signature sauces and great service. Over the past 15 years, the concept has grown to 59 locations in 16 states and that focus has remained unchanged.

In 2015 HuHot was ranked for the fourth consecutive year in Franchise 500 by Entrepreneur and on Technomic's Top 500 Chain Restaurant Report. HuHot has been ranked as one of Franchise Times Next 300 Franchise Chains 3 years in a row, and named as one of Nation Restaurant News' Next 20 Chains of 2014.

About Shine United

Shine United is a $41 million advertising and brand consultancy located in Madison, Wisconsin. The privately held company's client roster includes national brands such as Harley-Davidson, Wisconsin Cheese, GORE-TEX® Running Footwear, Amazon.com, Mizuno Running, Kohler Co. and LaCrosse Footwear. Shine is an environment where creativity, brilliance and teamwork are allowed to flourish – part of the reason the agency was named one of the best places to work by Outside Magazine the past three years. Learn more at ShineUnited.com. Shine On.

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Aleah Schroeder
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