America’s largest casual dining restaurant brand, Applebee’s Neighborhood Grill & Bar, has selected Grey as its advertising agency of record for North America. This shift comes following a formal RFP process as the brand embarks on a journey to reaffirm its commitment to providing its guests with great food and service at a reasonable price.

“We couldn’t be more excited to begin working with Grey,” says Jeannine D’Addario, interim senior vice president of marketing and culinary at Applebee’s. “In addition to their deep experience, capability and creativity, the team at Grey has a solid understanding of Applebee’s evolving consumer, the brand’s legacy and our goals to ignite change and deliver original and compelling work.”

Grey will be responsible for creative development, collaborating on market strategy and brand positioning and curating engaging campaigns that resonate with the Applebee’s consumer on a national scale. With this decision in place, Grey will immediately start work on an integrated communications plan for Applebee’s slated to launch in July 2017.

“Applebee’s is an iconic brand with a superlative commitment to customer experience,” says Debby Reiner, CEO of Grey New York. “We felt instant chemistry with the team and look forward to the opportunities ahead as Grey Los Angeles and New York serve this premier client.”