CHICAGO Buffets Inc. has selected Doner for its $25 million ad account following a review, the client has confirmed.
Doner, a Southfield, Mich.-based independent, bested the incumbent, Omnicom Group's BBDO in Minneapolis; and Interpublic Group's Lowe and independent Christy MacDougall Mitchell Bodden, both in New York. AAR Partners in New York managed the review.
The Eagan, Minn.-based client is the parent of restaurant chains Old Country Buffet and Home Town Buffet. Doner takes over on the business in January, said Glen Drascher, Buffets' executive vice president of marketing.
Continuing a strategy that stresses the range of choice at the buffet-style eateries, BBDO in August broke a largely unscripted TV campaign that featured kids discussing what they like about the restaurants. One girl said she can order "the opposite of what my brother gets."