Omnicom Group's TracyLocke in Wilton, Conn., today said it would break its first work for restaurant chain Buffets, which the agency recently added following a review.
The company spends about $30 million annually on ads, per Nielsen, and the new work -- which uses the line "The land of &" -- debuts immediately.
That positioning, according to the agency, is designed to convey that the chain offers something for everyone and strives to satisfy personal tastes. Brands owned by the Minneapolis-based company include Old Country Buffet.
Broadcast, print, online, promotions and social media outreach are all in the mix.
TracyLocke succeeds Chicago-based independent shop Schafer Condon Carter on the account.
The buffet category took a dive during the recession, and is down as much as 10 percent, according to some industry estimates.
The casual-dining category's been especially active this year. Other moves include Church's Chicken, which spends about $30 million, tapping Kirshenbaum Bond Senecal + Partners' Trend Influence and Boston Market, a comparable spender, hiring Zimmerman. Fazoli's and Bojangles, which each spend $10 million on ads, selected independents Brokaw and BooneOakley, respectively.