Boston Market Carries a Holiday Tune

NEW YORK Boston Market wants to do your cooking this holiday season and has enlisted cult rockabilly singer Rev. Horton Heat to help drive home the message.

In a television spot breaking this week, the McDonald’s-owned 623-store chain will tout its full-service catered meals and take-home, heat-and-serve products, backed by Heat’s tune, “Turkey Gotta Gobble,” which he penned for the ad, via Havas-owned Arnold in Boston.

Played over shots of a family at a table, the song glorifies the classic battle between turkey and ham for the title of favorite holiday fare, the gist of which goes: “Turkey says, ‘Ham you had your chance on the holidays’/Ham gets jealous, says, ‘You can’t beat my honey glaze.’ ” “Food makes the holidays. Let us make the food,” proclaims the text.

Heat also helped launch the Golden, Colo.-based chain’s sirloin entrees this year with the song “Eat Steak.”

The strategy plays off the fact that the percentage of carryout casual-dining occasions has almost doubled since 1999, per Sandelman & Associates, San Clemente, Calif. Boston Market also is testing a concept store in River Forest, Ill., which sells everything a la carte with price determined by weight.

Boston Market, the nation’s second-largest fast-casual chain behind Panera Bread, cooked up $680 million in sales last year, per Technomic, Chicago. It spent $35 million on media in 2004 and more than $25 million in the first eight months of 2005, per Nielsen Monitor-Plus.