Seagrass Boutique Hospitality Group appoints Edge as media agency for restaurant brands

Edge has been appointed by Seagrass Boutique Hospitality Group to handle media strategy, planning and buying across all of its brands.

Seagrass Boutique Hospitality Group was established in 2002, and is responsible for developing and operating some of Sydney’s best known restaurant brands – including 6 Head, The Meat & Wine Co, Ribs & Burgers, R&B Grill House, Italian Street Kitchen, Hunter & Barrel, and Alma’s Kitchen.  Seagrass operates restaurants in Australia, UAE, London and South Africa with over 50 venues across the brand portfolio

Says Richard Parker, executive planning director at Edge: “When we sat down with the guys at Seagrass we were struck by three things. The first was their relentless drive to develop a best-in-class first party data infrastructure organised along data-as-a-service principles to help avoid reliance on third party data and platforms. The second their absolute focus on ad spend optimisation. And third, their love of superb food, attentive guest experiences and a glass of quality red. We couldn’t wait to start working with them!

Says David Ovens, CMO, Seagrass Boutique Hospitality Group: “We were looking for an agency partner with serious digital and data nous who would build on our push into effective use of first party data at scale and provoke us to optimise further and faster, whilst always considering brand relevance and improved engagement. Richard and the team are doing just that.”
The Seagrass win follows a number of recent successes for the Edge media team including BE Sydney, Releaseit, Steadfast and Youth Hostels Australia.