Bertucci’s Hands Business to Connelly

BOSTON Bertucci’s Brick Oven Pizzeria has consolidated its advertising creative and media duties with Connelly Partners, the client confirmed.

“They are a very talented agency, not only from a creative and design standpoint. They understand strategic issues and they know how to drive results,” said Maria Feicht, vice president of marketing at the Northborough, Mass.- based restaurant chain.

The independent Boston shop won the business without a review. Connelly will also handle media chores, replacing PGR Media of Providence, R.I.

Previously, Bertucci’s lead ad agency was independent Cronin & Co. in Glastonbury, Conn. Last year, Cronin introduced the “Keepers of the flame” broadcast effort for the brand. Those spots featured shots of Italy and portrayed an Italian woman cooking authentic dishes from the region.

“We’ve had a very busy summer and this win has been the perfect olive in the middle of our summer pizza,” said agency president and executive creative director Steve Connelly. “It’s a brand that’s very dear to my heart.”

Connelly’s first effort will be a radio campaign breaking this fall, according to Feicht.

Feicht, the former director of brand excitement at Baskin-Robbins, worked with Connelly on several projects for the ice cream brand.

In 2004, Bertuccis’ spent $2 million on ads and about $1.2 million through June 2005, according to Nielsen Monitor-Plus.

Connelly’s client list includes BJ’s Wholesale Club, Fallon Community Healthcare and Ocean Spray.

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