Heil-Brice Wins Southern Cafeteria Chain

LOS ANGELES Independent Heil-Brice Retail Advertising has added creative and media duties for Piccadilly Restaurants, the agency confirmed.

There was a review in which contenders were undisclosed. Independent Fletcher Martin Ewing in Atlanta was the incumbent.

“It’s a Southern tradition that’s been around for 60 years but has become irrelevant to younger people,” said Michael Robertson, senior vice president and creative director of the Newport Beach, Calif., shop, about the restaurant chain. “It’s our job to make it relevant to a new generation of customers. It’s one of the fun challenges to take a brand that has been a part of people’s lives and reinvigorate it.”

Heil-Brice has completed a television project for an all-you-can-eat seafood Piccadilly that launched a month ago in New Orleans. Robertson said now that Heil-Brice is the agency of record, it is concept testing for a new branding campaign expected to launch in February.

The Yucaipa Group of Los Angeles purchased the Baton Rouge, La.-based chain, after a period of insolvency when it curtailed advertising, in February. Piccadilly operates 132 cafeterias, mostly in the Southeast and mid-Atlantic states.

The company spent $800,000 on advertising in 2003 and $150,000 through September 2004, per Nielsen Monitor-Plus.