Bertucci’s Keeps the Brick Ovens Warm

BOSTON Cronin/Wallwork Curry went on location to Italy to film portions of its latest campaign for Bertucci’s Brick Oven Pizzeria. The agency introduces a new tagline: “Keepers of the flame,” a reference to the chain’s brick-oven cooking. Ad spending will be about $5 million.

The independent shop here crafted a trio of 30-second TV spots scheduled to break this week. Radio commercials and other elements break later this spring.

One ad, titled “Scallop,” opens in the hills of Italy and shows a young Italian woman shopping at an outdoor market for fresh ingredients. The woman places a scallop dish in her brick oven and a Bertucci’s chef pulls the same dish out of the opposite side of the oven in a Bertucci’s restaurant.

“Our new campaign elevates the Bertucci’s brand by focusing on Bertucci’s commitment to following these principles: selecting the freshest ingredients, making each meal to order and cooking in an authentic brick oven,” said Kathy Kiely, Bertucci’s vice president of marketing. Kiely joined Bertucci’s in October; she most recently had been general manager of the short-lived Boston office of Interpublic Group agency Deutsch from 2000-01.

Bertucci’s ads from Cronin previously had been themed “Everybody eats” and featured a reworked version of the Cab Calloway song “Everybody Eats When They Come to My House.”

The new campaign will run throughout the spring and summer on Boston, Hartford, Conn., Washington, D.C., and Philadelphia network affiliates. The client is based in Northborough, Mass., and operates about 90 restaurants in 11 states.

The ads were developed by creative directors Bob Curry and Jack Wallwork, who handled art direction and copy, respectively. Vittorio Sacco directed. Lester Ayala was agency producer.