dressed to the Nines

Allen & Gerritsen will help the decidedly low-scale Woburn, Mass.-based Ninety Nine Restaurant chain as it looks to expand in the Northeast.

A&G has been hired to position the chain beyond its Southern New England base into Maine, Vermont and New York. The chain will expand from 60 to 100 restaurants in short order. Upcoming campaigns from the Watertown, Mass., agency will build on the client’s “The best deal in town” tagline.

“It’s an opportunity to build on what’s been done—but evolve it,” said Andrew Graff, president of A&G, adding that the agency’s goal is to make the chain as well-known as Applebee’s and Chili’s. The ad budget was not disclosed. Media chores will continue to be handled by Cam Media, Lynnfield, Mass.

Web, collateral, TV and outdoor work will start to break this summer, Graff said. A&G will also create a promotional campaign to coincide with the chain’s 50th anniversary next year.

Previous advertising for the chain’s account was handled by Duffy & Shanley, Providence, R.I., which had held the business since 1995.