DALLAS — With an eye on growth, Brazilian steakhouse chain Fogo de Chão has named Havas Formula PR and ATTN, the Havas Formula social media agency, as its US AOR.

The agency won the business following a competitive PR agency review earlier this summer.

Havas Formula is charged with promoting the Fogo brand, elevating its stature as an industry leader, and generating ongoing media coverage. That includes understanding and leveraging the brand voice, best-in-class social engagement, and developing brand messaging that can be used for media materials and assets.

Amplifying social buzz and media also are part of the remit.

The account is estimated to be worth $750,000 - $1 million. Fogo — which has roughly 65 locations in the US, Puerto Rico, Brazil, Mexico, and the Middle East — will continue its years-long relationship with ICR, whose responsibilities include corporate PR and crisis.

The new emphasis on PR comes in midst of a push by Fogo to grow the number of restaurants by 15% annually. The growth plan includes opening restaurants in New Jersey, California, Florida, New York, Mexico and Brazil.