Old Country Seeks Wider Image

Buffets Inc. tries to broaden the perception of its restaurants to something more than all-you-can-eat emporiums of mass-produced food in its latest work from BBDO Minneapolis.

One spot in the $25 million campaign shows a man forgoing lunch with a co-worker because he’s on a “green diet,” requiring him to only eat food such as candied kelp. The spot, which suggests the man could have done better joining his cohorts at Old Country, concludes with a voiceover against images of salad bars and other offerings that suggest the chain can accommodate all kinds of diets.

“It’s somewhat contrary to the old impression of what a buffet is,” said Glen Drascher, executive vice president of marketing.