Original Music Carries Cafeteria Campaign

LOS ANGELES Heil-Brice Retail Advertising’s first major effort for the Piccadilly Cafeteria chain breaks this week and features an original song performed by Billy Ray Cyrus, the agency said.

The Newport Beach, Calif., shop, which created work for a seafood promotion earlier this winter, had another artist lined up to sing the tune penned by Heil-Brice executive creative director Michael Robertson. But the last-minute unavailability “worked out for the best,” Robertson said. “Billy Ray had been busy doing Doc for PAX television, so we were thrilled to get him.