Bertucci’s Pizzeria Taps Cronin

Cronin/Wallwork Curry has added the $5 million advertising account of Italian restaurant chain Bertucci’s Brick Oven Pizzeria.

The shop picked up the business following a review that included several undisclosed Northeast agencies. This marks the first new business for the agency since Cronin & Co., Glastonbury, Conn., acquired Boston’s Wallwork & Curry in July.

Bertucci’s, which for the past year worked with marketing communi cations company D.B. Associates, Brain tree, Mass., sought out a larger, full-service agency with experience in retail and restaurant marketing.

In the short term, work will feature in-store promotions, as well as radio spots that the agency produced while it was pitching the account. One ad breaks immediately in New England markets as well as Baltimore and Phil adelphia. It introduces the tagline, “Bertucci’s recipe for life? … Make every meal count,” though it has not been decided if that line will be used in a larger campaign next year. That effort will include TV and print ads, in addition to radio.

“Our first re spon sibility is to rejuvenate the brand in the marketplace,” said Bob Curry, agency managing partner.

The shop’s long-term goal, executives said, is to support the Northboro, Mass., chain’s planned expansion in the Northeast. Bertucci’s operates about 75 restaurants, facing stiff competition from chains such as Papa Gino’s and Pizzeria Uno, as well as mom-and-pop eateries.

“[Cronin] has a good understanding of what we’re all about,” said David Nace, di rector of marketing at Bertucci’s. Particularly compelling, Nace said, was Cronin’s prior work for Subway and the Connecticut Lottery and Wallwork & Curry’s past work for Steinway & Sons and Domain Furniture.

Before D.B. Associates, the Ber tucci’s account was handled by Laughlin/Constable, Chicago, which used the tag, “Dine out. Of the ordinary,” in radio and TV ads.