Amplifying an Iconic Food Brand

As a family-owned business with a passionate fan base, White Castle needed a strategic, proactive earned media program that could amplify its story, support major brand moments and strengthen its reputation across both restaurant and retail markets.

Werth PR developed and executed a national earned media strategy centered on compelling storytelling, timely pitching and deep reporter relationships. White Castle was positioned around cultural touch-points, from new menu item launches and limited-time offers to the Cravers Hall of Fame and Valentine’s Day “Love Castle” dining experience, and used trend-driven narratives, targeted media lists, multitouch pitch strategies and multimedia press kits to keep the brand consistently in the news.

Werth PR achieved significant media placements for White Castle, including features in The New York Times, Forbes, People, Vogue, Business Insider and The Wall Street Journal, as well as appearances on national broadcast and late-night shows. Werth PR also secured extensive coverage in major metropolitan markets, resulting in over 10,000 placements and over 65 billion impressions within one year. This effort generated over $100 million in advertising value and enhanced the brand's national visibility, cultural relevance, and engagement across restaurant and retail sectors.

"White Castle is a family-owned business and the Werth team feels very much a part of our larger family. They not only know our story, but they also help us share it with Cravers and future Cravers everywhere, every single day. Through Werth’s creativity and insight, the team there has helped catapult White Castle to the national stage, turning our brand moments into headlines and keeping Cravers everywhere hungry for what's next."

- Jamie Richardson, Chief Marketing Officer, White Castle