Cronin Unveils Bertucci’s Image Effort

BOSTON–Cronin/Wallwork Curry this week will break its first image campaign for Bertucci’s Brick Oven Pizzeria since adding the account following a review last fall.

One 30-second TV spot from the Boston shop features a version of the 1930s-era Cab Calloway swing hit, “Everybody Eats When They Come to My House.” The original lyrics are replaced with lines such as, “Try some scaloppini, Jeannie” and “Pass the parmigiana, Donna.”

The campaign introduces the theme, “Come eat at our house … Bertucci’s.”

Ads will target the Boston, Philadelphia, Washington, D.C., Hartford, Conn., and Baltimore metro areas, the markets in which the chain’s 75 restaurants are located.

Spending is approximately $5 million.