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Bugaboo Creek Feeds Small Army

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BOSTON Small Army has added the marketing business of steakhouse chain Bugaboo Creek following a review, the agency said.

Bugaboo is based in Atlanta and had previously worked with crosstown shop Fitzgerald + Co., a unit of IPG, which late last year picked up ad chores on Bugaboo's larger sibling chain, LongHorn Steakhouse. Both are units of Rare Hospitality.

Fitzgerald's last work for Bugaboo broke a year ago and positioned the eatery as serving up, "More than just great steaks." In the ads, "gourmet woodsman" Buck claimed he always takes a compass and skillet into the woods and exhorted lost campers to follow a stream to the nearest Bugaboo location.

The client spends about $5 million annually in measured media.

"This is a brand we all know and love, so it's been a lot of fun to dive right into their business," said Small Army co-founder and principal Jeff Freedman.

Work from the shop here will include print, interactive, radio and point-of-sale materials. Bugaboo's restaurants are located mainly in Northeast, mid-Atlantic and Southeast states.

Small Army also works for Beth Israel Deaconess Medical Center, Boston magazine and the Massachusetts Office of Travel and Tourism, among others.