Restaurant company Dine Brands International has named The Local Collective as its agency lead in Canada.

The Local Collective will be supporting Dine Brands’ efforts to grow and expand its IHOP and Applebee’s brands in the region over the next few years in a way that resonates with local markets. The remit includes the provision of full service strategy, creative and media, says Kaitlin Doherty, founder and president of The Local Collective.

“There is a lot of growth happening in the Canadian market for the brands and we are really excited for a multi-term relationship to help build the business and grow the love we know Canadians are going to have for these icons,” Doherty says. 

To facilitate this development, the restaurant company will be looking to create deeper connections with Canadians and raise awareness of each brands’ international presence, such as addressing the misconception that Applebee’s and IHOP locations are solely based in the United States.

Javier Balaguera, executive director of international marketing and culinary for the Americas at Dine Brands, says that The Local Collective is being tasked to connect the brand emotionally with our and “provide memorable every day dining experiences,” Balaguera says. “We needed an agency that could really tell that story with Canadians.”

Doherty tells strategy that previously, agency business was handled out of the U.S. In that market, Applebee’s is best known recently for its award-winning campaign by Grey, “Fancy Like” featuring country singer Walker Hayes.

“The Local Collective has a very exciting year ahead of us, there is a lot of growth and really fantastic work we are so excited about,” Doherty says, and promises that the public will see lots of exciting things happening later this year. 

In the coming months, Canadians can expect to see menu additions, expansion plans and service offerings at both IHOP and Applebee’s.

There are five IHOP locations in Ontario, nine in Alberta, eight in British Columbia and one in Nova Scotia. This year, there are locations in the works for London, Windsor and Waterloo, with one having recently opened in Belleville in a former truck stop.

There are thirteen Applebee’s locations across Canada.