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Woodsman Makes Steak House's Case

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ATLANTA Fitzgerald + Co. launches its first campaign for Bugaboo Creek Steak House this week since winning the estimated $4 million account in a review last December.

Tagged "More than just great steaks," the work includes two 60-second radio spots airing on the East Coast and billboards in Atlanta, Boston, Philadelphia, Newark, N.J., and Rochester, N.Y. Print and direct campaigns will launch this summer.

"Gourmet woodsman" Buck Braddock bows in the radio spots, claiming he always takes a compass and skillet into the woods and exhorts lost campers to follow a stream to the nearest Bugaboo Creak Steak House.

In addition to online and offline media, the Interpublic Group shop in Atlanta also redesigned an often-overlooked element of the marketing package: the restaurant chain's menu.

"The menu is the first thing people see," said Duncan Stone, group creative director at the agency. "A vibrantly crafted menu brings great food and a great restaurant to life through its creative use of words and imagery to set the stage for what's to come."

Bugaboo Creek is a property of Rare Hospitality of Atlanta, which also owns the LongHorn Steakhouse and Capital Grille franchises. The company separated Bugaboo from the other brands, which have been at Havas' McKinney in Durham, N.C., since August 2004, and hired Fitzgerald to handle the account following a review.

Fitzgerald topped two other Atlanta shops, Blattner Brunner/SRC and Grey, to win the Bugaboo Creek ad account, its first such victory after IPG combined Fitzgerald with crosstown sibling Austin Kelley. (McKinney had provided advertising for the steak house.)