Bertucci’s Serves Up Brand Ads

Laughlin/Constable Teams With Multi-Mix for TV, Radio Blitz
BOSTON–Bertucci’s Brick Oven Pizzeria is returning to the airwaves after more than two years with an effort tagged, “Dine out. Of the ordinary.”
A 30-second TV spot and numerous radio ads were fashioned by Laughlin/Constable in Chicago. Multi-Mix Media in Mansfield, Mass., handles buying chores.
Those two agencies were recently tapped for the low-seven-figure account by Bob Hogan, who joined the Wakefield, Mass.-based chain three months ago as vice president of marketing and strategic planning.
Bertucci’s has 90 restaurants in about a dozen states in the East and Midwest, half of those in the Greater Boston market. The current ad push is designed to reintroduce the brand following a buyout last year by NE Restaurant Co., which also operates 30 Chili’s Bar & Grill locations in New England, Hogan said.
The goal is to portray Bertucci’s as an upscale eatery, with some emphasis on recently revamped menu items, Hogan said. The ads seek to focus on the overall dining experience in order to distinguish Bertucci’s from competitors such as Pizzeria Uno, where the emphasis has been on food.
Bertucci’s will spend about $2 million on ads this summer; fresh work will launch in the fall, Hogan said.
The TV buy includes mainly Boston-area stations, as well as several in Springfield, Mass., and Providence, R.I. Radio ads will run in New England markets as well as Baltimore and Philadelphia.
Laughlin/Constable and Multi-Mix both have ties to the client. Multi-Mix already works for Chili’s. Laughlin/Constable has worked for Black-Eyed Peas Restaurants, a unit of DenAmerica in Scottsdale, Ariz., Hogan’s previous employer.
Previously, Schafer Condon Carter in Chicago handled creative development for Bertucci’s, while Kelly, Scott & Madison, also in Chicago, oversaw media chores. Those shops won the business early in 1997 but had created little advertising. At that time, spending was $4.5 million.
Prior to that, defunct Boston agency Houston Herstek Favat handled Bertucci’s for one year, creating a campaign tagged, “Food does not lie.” That work used a black olive as a symbol of Italian authenticity and freshness.
Ingalls in Boston worked on the Bertucci’s account for six months in 1995, crafting ads with the tagline, “Come. Sit. Eat.”