TracyLocke Preps First Push for Buffets

Headshot of Adweek Staff

Omnicom Group’s TracyLocke in Wilton, Conn., today said it would break its first work for restaurant chain Buffets, which the agency recently added following a review.

The client spends about $30 million annually on ads, per Nielsen, and the new work — which uses the line “The land of &” — debuts immediately.

That positioning, according to the agency, is designed to convey that the chain offers something for everyone and strives to satisfy personal tastes. Brands owned by the Minneapolis-baseed client include Old Country Buffet.

Broadcast, print, online, promotions and social media outreach are all in the mix.

TracyLocke succeeds Chicago-based independent shop Schafer Condon Carter on the account.

The buffet category took a dive during the recession, and is down as much as 10 percent, according to some industry estimates.

The casual-dining category’s been especially active this year. Other moves include Church’s Chicken, which spends about $30 million, tapping Kirshenbaum Bond Senecal + Partners’ Trend Influence and Boston Market, a comparable spender, hiring Zimmerman. Fazoli’s and Bojangles, which each spend $10 million on ads, selected independents Brokaw and BooneOakley, respectively.