Cronin Rolls Out TV for Bertucci’s

BOSTON Cronin/Wallwork Curry has unveiled its latest TV work for the Bertucci’s Brick Over Pizzeria chain, using the theme “Everybody eats lobster” and a revamped jingle in an effort to lure seafood lovers.

One 30-second spot breaking this month in the Boston, Hartford, Conn., Philadelphia, Baltimore and Charlotte, N.C., markets features N’Dea Davenport, lead singer of the pop band Brand New Heavies, crooning Bertucci’s reworked version of the 1930’s Cab Calloway tune “Everybody Eats When They Come to My House.” As in past Bertucci’s ads from Cronin/Wallwork Curry, the lyrics have been altered to mention food choices (such as, “pass the rigatoni, Joanie.”)

The spot shows diners enjoying Bertucci’s meals, including four lobster entrees priced under $12 for a limited time. The shop’s work for the client last year focused on Bertucci’s overall image and dining experience; the latest effort attempts to freshen the delivery while keeping familiar elements in place, said agency managing director and co-creative director Jack Wallwork. The goal is to attract new guests as well as deepen relationships with regular customers.

Creative director Steve Wolfberg oversaw the campaign and wrote the copy, working with art director Wayne Raicik. Lester Ayala was the agency producer; Greg Ramsey and Brett Froomer directed.

Cronin/Wallwork Curry here is a unit of Glastonbury, Conn.-based independent agency Cronin & Co., and has worked on Bertucci’s estimated $5 million account for the past two years. “Everybody eats” is the campaign’s overall themeline.