LOS ANGELES Heil-Brice Retail Advertising's first major effort for the Piccadilly Cafeteria chain breaks this week and features an original song performed by Billy Ray Cyrus, the agency said.
The Newport Beach, Calif., shop, which created work for a seafood promotion earlier this winter, had another artist lined up to sing the tune penned by Heil-Brice executive creative director Michael Robertson. But the last-minute unavailability "worked out for the best," Robertson said. "Billy Ray had been busy doing Doc for PAX television, so we were thrilled to get him. He sings on a stylized set we designed to represent a Piccadilly."
The lyrics play off the "Somebody knows what they're doing in the kitchen" campaign theme. Cyrus sings, "Somebody knows how to cook. Listen up, all you hungry people, let me show you where to look."
Robertson wrote the copy and worked with art director Joni Parenti, producer Marcus Vadas and director Bryan Bellafant.
The TV spots, which will be cut into a few executions, will run first in New Orleans and Baton Rouge, La., where Piccadilly is headquartered. The Cyrus performance will also be used in radio spots.
Cyrus said in a statement that he believes the chain "represents the same values my fans appreciate, community, family and wholesome living."
Piccadilly spent less than $800,000 advertising in 2003 and $500,000 in 2004, according to Nielsen Monitor-Plus.