Photo credit: Focus Brands

Focus Brands has appointed advertising agency Chemistry to lead its social media strategy in the US, its first dedicated agency of record for the channel. 
 

The operator of the Auntie Anne’s, Carvel, Cinnabon, Jamba, Moe’s Southwest Grill, McAlister’s Deli and Schlotzsky’s brands said the partnership will create deeper relationships with customers and provide additional value for its online communities. 
 

The partnership will see the franchise group work closely with Pennsylvania and Atlanta-based Chemistry’s in-house social media production team @TestTube to ‘level up’ organic creative content across the seven brands.  
 

With a primary focus on ‘social-first photography’ and video assets, TestTube will develop a range of content ‘utilising cultural trends and channel style nuances', Chemistry said. 
 

“Our social fans and followers are some of our biggest brand champions and building meaningful relationships with these online communities is at the centre of our social strategy. With Chemistry as our partner, we aspire to deliver content that resonates stronger, deepens our relationships with, and provides more value to our communities. Paired with the strategic direction our internal social team provides, I’m excited to see the evolution and continued elevation of our social channels,” said Marissa Sharpless, Senior Director of Social Media and Partnerships, Focus Brands. 
 

The Focus Brands portfolio comprises approximately 6,600 units across 60 countries and achieved system-wide sales exceeding $3.9bn in 2022.