The Krystal Company has partnered with The Tombras Group to create an unconventional advertising campaign that invigorates the venerable burger brand with an appeal to millennials and a nod to pop culture. New Krystal Chief Marketing Officer Dominic Losacco is leading the brand refresh on behalf of the South's original quick-service restaurant. Krystal invites customers to "Live A Little" with its iconic food and sharable experiences. Krystal's #SquareTalk campaign is an integrated multi-channel approach, with a heavy emphasis on digital and social, designed to win back lapsed customers and to increase comp sales.

"'Live A Little' is a mindset and is at the very core of why people visit Krystal," Losacco said. "#SquareTalk is more than a play on words about our iconic square burgers. It means Krystal gives it to you square and simple in a way that other QSRs can't."

Prior to joining Krystal, Losacco was vice president of global marketing at Moe's Southwest Grill. He has extensive experience in the restaurant/retail category having worked with brands including McDonald's, Sonny's Bar-B-Q and Sonic Drive-In. Collaborating with Tombras, Losacco is using a unique approach to tie digital advertising to the bottom line on behalf of Krystal. The comprehensive initiative incorporates paid social using a beta program and partnerships with third-party vendors to track every single digital tactic deployed and the resulting real-time walk-in business.

Tombras, the Knoxville-Tennessee based independent advertising agency renowned for its social-media work with MoonPie, another beloved Southern brand, was recently selected as Krystal's agency of record due to its technological savvy, collaborative spirit and energy, and passion for the brand, according to Krystal CEO Paul Macaluso.

"We understand how to leverage brand equity in a way that honors Krystal's unique appeal while modernizing the brand voice and messaging," said Dooley Tombras, president of The Tombras Group.