ROLL WITH IT

Nice buns may not count for much when grades are handed out at most schools. But they may help you get better marks at The French Culinary Institute, claims a new ad for the culinary school.

The copy goes on to tout the New York-based institute as a launching pad for a career in the world’s top restaurants.

The ad, created by Planet Central, an agency based in Westfield, N.J., and Richmond, Va., cites reasons why great pastry chefs pick the institute over its competition. These include courses with legendary chefs; a curriculum focused on cooking; and a network of connections at top restaurants to help with job placement.

The execution encourages those who are “ready to make [their] cooking dream a reality as a chef or pastry chef” to call the school for info or to take a tour.

Steve St. Clair, agency co-founder and creative director, said the work is meant to convey that “you can make a real difference in your career—that this is a good career move.”

The ad is part of a campaign that also includes direct mail and guerrilla advertising. The work is running in The New York Times and epicurean trade magazines; it will also appear in consumer publications, such as Martha Stewart Living.