Published on: September 18, 2026
Applebee’s has selected BBDO Chicago as its new creative agency of record, bringing the Omnicom-owned agency on board to help modernise the restaurant brand’s long-standing neighborhood positioning and connect with a new generation of consumers.
The appointment represents another change in Applebee’s creative agency relationships as the casual dining chain looks to strengthen its brand appeal and navigate an increasingly competitive restaurant market.
BBDO Chicago will focus on evolving how Applebee’s presents its neighborhood-centric identity, which has historically been closely associated with the “Eatin’ Good in the Neighborhood” tagline. The agency’s remit comes as casual dining brands work to refresh their relevance while maintaining the familiarity and community-oriented appeal that have traditionally defined the category.
The account move also adds Applebee’s to BBDO’s wider Omnicom network amid ongoing changes within the holding company. The development follows the recent integration of FCB into BBDO, further reshaping the agency landscape within Omnicom.
Details regarding Applebee’s previous creative agency and the precise timing of the account transition were not included in the available information surrounding the appointment.
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