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McKay Communications has been tapped for creative chores by Ground Round Restaurants after a review of undisclosed shops.
McKay will create a trio of television spots to reintroduce the Braintree, Mass.-based client, which operates 165 restaurants in the Northeast. The ads are slated to air in March.
Blitz Media in Natick, Mass., is handling media chores. The budget was not disclosed.
McKay is charged with updating the image of the privately held chain, which has struggled in recent years to find the right formula.
The new campaign will seek to portray Ground Round as more mature and sophisticated, eschewing “family fun” messages in favor of a “taste and variety” theme, said Frank Mainero, president of McKay’s advertising unit.
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