Supermassive snares Zambrero’s creative account

Supermassive was successful in the Mexican restaurant chain’s competitive pitch, Mediaweek can reveal.

Zambrero has appointed indie shop Supermassive to its agency roster, after the Mexican restaurant chain held a competitive creative pitch, Mediaweek can reveal.

Laura Aldington, Simone Gupta, and Jon Austin’s agency takes over the account from fellow independent Today the Brave, which won the business a year ago, in April 2023.

Mediaweek understands that Today the Brave did not defend the account or take part in the pitch.

Supermassive and Today the Brave declined to comment. Zambrero said, “We work with a range of agencies, one of which is Supermassive,” and would not provide further comment.

Supermassive - Laura Aldington, Simone Gupta and Jon Austin

Left to right: Laura Aldington, Simone Gupta and Jon Austin

Before Today the Brave’s tenure with the business, Lionize held the brand’s creative account, but its contract was terminated when the agency went into administration in October 2022. A few weeks later, the agency was revived with a New Zealand-based owner.

Zambrero has more than 265 restaurants globally, and was founded in 2005 by 21-year-old Sam Prince. Between 2012 and 2015, it expanded from 20 restaurants to over 100. 

Announcing the appointment of Today the Brave in 2023, general manager of marketing Samantha Parker said: “Our strong business performance has allowed us to work with ambitious creative partners such as Today the Brave that will help us accelerate our brand’s global growth, as well as support our extensive 200+ Australian restaurant network.”

Since its launch in June 2023, Supermassive has signed clients including P&O Cruises and Tourism Tropical North Queensland.

See also: P&O seeks to “elevate above a sea of sameness” in first brand platform in a decade

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