Coco’s Hires Ad Firm to Help Update Image

Coco’s restaurants has hired a San Francisco-based advertising agency to help the 50-year-old Irvine chain update its image and reverse a three-year trend of flat or declining sales.

JWT West, which has handled campaigns for such chains as Burger King and Denny’s, is expected to roll out its first campaign for Coco’s by early fall, said Larry Tolpin, the agency’s chief executive.

JWT West won the account, valued at $8 million, after a two-month search by Coco’s, which is rolling out a new prototype featuring a new logo, a restyled exterior and interior, new menu items and a new service counter where customers can buy cappuccinos and lattes as well as new bakery items such as biscotti and scones.

Campbell-Ewald Advertising had handled Coco’s account since mid-1998.