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Fletcher Wins Review

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In its biggest pitch since merging with McCool Communications, Fletcher Martin Ewing has won the $8 million advertising account of Piccadilly Cafeterias.

The Atlanta agency will handle creative, media buying and promotions for the Baton Rouge, La.-based client.

FME bested finalists St. John & Partners, Jacksonville, Fla.; The Zimmerman Agency, Tallahassee, Fla.; and Fricks/Firestone, Atlanta.

"Their understanding of the unique opportunities in the markets and depth of industry knowledge give them the capability to meet our needs," said Brian Dixon, the restaurant group's new executive vice president of marketing.

"We have so broadened our executive capability with Campbell [McCool] as chief marketing officer, that we had the ability to make this happen," said agency president and chief executive Andy Fletcher.

Piccadilly, which merged with the Morrison's cafeteria chain two years ago, now operates 200 locations in the Southeast. The eateries, popular with the 45+ age group, want to target younger diners with "active families."

FME's goal will be to change the perception of cafeterias as the dining choice of older people.

"We'll focus on the food and the value," said Fletcher. "This is a rebranding initiative.

"One thing that appealed toPiccadilly is our media buying power in their market," said Fletcher, whose agency produces work for Arby's co-ops, Lee's Famous Recipe Chicken, and Mrs. Winner's Chicken and Biscuits.

FME, which merged with Mc-Cool of Atlanta earlier this summer, is a unit of Maxxcom in Toronto.