Sweetgreen has appointed Wpromote as its paid media agency of record, Marketing Dive can exclusively share. The decision follows the salad chain hiring Zipporah Allen as chief commercial officer in September. Allen joined Sweetgreen from Strava, where she previously worked with Wpromote, and is pushing to evolve the fast casual brand’s marketing strategy amid a period of slumping sales.
Wpromote is tasked with leading paid media execution across all of Sweetgreen’s channels. The privately held agency is credited with experience in helping multilocation brands to balance a consistent national media presence with capitalizing on more market-specific opportunities. Sweetgreen operates over 280 locations.
“As we scale, it’s critical that our media foundation is built to perform,” said Allen in a statement around the Wpromote hire. “We were looking for a partner with deep strength in efficiency, testing and measurement, and Wpromote brings strong rigor to how our dollars are deployed and optimized. Their ability to integrate strategy, media and learning makes them the right partner for this next phase of Sweetgreen’s growth.”
Sweetgreen saw same-store sales, an important measure of restaurant health, fall 9.5% year over year in Q3 2025. Declines were particularly sharp in the Northeast and Los Angeles areas, major markets for the proprietor of health-focused meal options, though the brand is hardly the only QSR undergoing regionally focused pressures, per Marketing Dive’s sister publication Restaurant Dive.
Wpromote has been busy expanding its marketing services purview beyond historic roots in performance. Last year, it acquired the full-service creative shop Giant Spoon for an undisclosed sum to form Wpromote x Giant Spoon. Wpromote CEO Andrea Bendzick is leading the combined entity, which seeks to draw on Giant Spoon’s creative insights and data to inform media. Other Wpromote clients include Intuit QuickBooks, Peacock, TransUnion and Vuori.
"The brands we’re drawn to are challengers of the status quo that refuse to compromise, and Sweetgreen is exactly that,” said Mike Stone, chief strategy officer at Wpromote, in a statement. "They’ve built an entire business around connecting people to real food and healthier communities, and that clarity creates a direct line to their consumer. We’re here to accelerate that connection and help them unlock growth in ways traditional media approaches can’t.”
