KING’S HAWAIIAN Names SRG Foodservice Agency-of-Record

Boulder, CO – In a move that represents an expansion of its marketing efforts, King’s Hawaiian, the leading producer of Hawaiian bakery products, has named the Sterling-Rice Group as its first food service agency-of-record.

“We are extremely excited to extend our marketing efforts into the food service universe with this partnership with such an accomplished team at SRG” stated Chad Donvito, Chief Marketing Officer at King’s Hawaiian.

SRG will work with King’s Hawaiian to drive growth in the foodservice industry, creating irresistible new ways for consumers to experience the variety of King’s Hawaiian delicious products away from home.

“We see an opportunity to leverage the appeal of our brand within the influential foodservice marketplace,” explained Raouf Moussa, Vice President, Sales and Trade Marketing, “SRG has strong and proven foodservice capabilities and a full array of marketing resources from media, sales support and advertising to help us grow our brand in this important marketing channel and beyond. While the channel is in recovery mode, we see King’s Hawaiian as a way for operators to differentiate their menus.”

King’s Hawaiian is a beloved brand, and made its mark in foodservice through such partnerships with Arby’s Brown Sugar Bacon Sandwich promotion and the recent Instagram favorite, King’s Hawaiian Crispy Chicken Sandwich at Fatburger. King’s Hawaiian also partners with the Los Angeles based Craft Casual favorite, Dog Haus, as the primary carrier of their dogs, sausages, and burgers.

“King’s Hawaiian has a great allure to the foodservice operators as it makes menus instantly craveable, whether it’s sandwiches, breakfast items and more,” explained Amy Shipley, Managing Director and Partner at SRG. “We are excited to help this iconic brand grow their share in foodservice and help operators welcome back customers to their stores with a truly elevated experience.”

About King’s Hawaiian

Founded 70 years ago in Hilo, Hawaii, by Robert R. Taira, KING’S HAWAIIAN is a family-owned business that has been dedicated to providing irresistible, original recipe Hawaiian foods made with Aloha Spirit for three generations. A priority for the company is sharing the Aloha Spirit – a uniquely Hawaiian approach to hospitality based on graciousness, generosity, and a commitment to making everyone feel a part of the KING’S HAWAIIAN ‘ohana’ (extended family). KING’S HAWAIIAN makes the #1 branded dinner roll in the United States, along with other great Hawaiian foods. The company operates baking facilities in Torrance, California, and Oakwood, Georgia. For more information visit the company’s website at and follow KING’S HAWAIIAN on Facebook, Instagram and Twitter.  

About SRG

Headquartered in Boulder, Colorado, SRG is a creative collective– a nationally recognized brand consultancy and creative agency. The agency infuses creativity in all its work and has deep expertise in consumer insights, brand strategy and positioning, new product innovation, advertising and design. SRG has created over $10 billion in incremental value for clients over the past five years alone. SRG has been ranked on Outside Magazine’s Best Places to Work list for the past nine years and was also recognized by Ad Age as a 2016 and 2017 Best Place to Work. It is certified as a women-owned business.