Perkins American Food Co. Names Acadia Media and Social Agency

Perkins American Food Co. has named Acadia as its new media and social agency of record. Acadia will oversee paid search, paid social, integrated media, TikTok and Instagram management, influencer management, studio creative, and full-funnel analytics support. The decision follows a formal agency review led by parent company Ascent Hospitality Management and overseen by Daniel Weiner from 'You Should Talk To' consultancy.

Acadia aims to modernise Perkins while staying rooted in the experience and atmosphere that guests have enjoyed for decades. The partnership is part of a broader effort to grow both in-store and off-premise, while carving out a clearer voice in digital culture for Perkins.

“We were looking for a partner that could provide a comprehensive media strategy from analytics to implementation, along with creative that performs,” said Kimberly Bean, vice president of marketing at Perkins. “Acadia understands challenger brands like ours, and their social-first creative approach that helps brands connect with relevance and relatability was very important to us.”

The partnership launched with a playful new campaign titled 'Burgers, Fries, Pies and Lies' and its already gaining traction. The campaign pairs bold, social-forward creative with paid media and integrated influencer partnerships, including a collaboration with mega-influencer Zachariah Porter, that drove home the burger, fries, and pie trio message.

“Perkins is one of those rare brands that feels both nostalgic and full of untapped potential,” said Jared Belksy, CEO of Acadia. “We saw an opportunity to tap into the joy of the food, and to give the brand a stronger voice. This started with social and extends across every touchpoint. Being able to support challenger brands with strategy, analytics, and performance while increasing social creative has helped our clients drive growth.”

Founded in 1958 as a single pancake house in Ohio, Perkins has transformed into the nation's leading family restaurant. With nearly 300 company-owned and franchised locations in 32 states and two Canadian provinces, the chain has become a staple in American dining. Through the years, Perkins has remained true to its mission of providing guests with friendly service and classic comfort dishes at a great price. The goal has always been to leave guests feeling satisfied, which means consistently updating the menu with fresh, flavourful, and innovative items in addition to the chain’s classic, beloved menu items.

Perkins is the first of many new business wins for the agency across a variety of verticals in 2025; Belkin, Puma, Mission Pet Health, Ergo Baby, Cybex, Kidde, and more have all recently partnered with Acadia to up-level their media performance because of the agency’s unique combination of services that help brands grow.