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Ryan's(R) Grill Buffet and Bakery Launches First-Ever Marketing Effort

Posted on: Monday, 13 July 2009, 12:19 CDT

CHICAGO, July 13 /PRNewswire/ -- Ryan's(R) Grill Buffet and Bakery, a 225-store unit of Buffets, Inc., the nation's largest steak-buffet restaurant company, today announced the launch of the brand's first system-wide marketing effort. The integrated campaign was created by marketing agency of record Schafer Condon Carter (SCC) and features original music and a proprietary jingle.

The integrated campaign is part of Ryan's system-wide branding effort to help re-define and distinguish the casual dining chain's unique brand personality and restaurant experience. Television (:30 and :15) and radio (:30) spots will run beginning in July. Ads feature "Whadja Get?," an original song that defines the Ryan's buffet experience. The marketing effort will also include digital, direct, in-store, and a proprietary scratch card game. The campaign will also include Hispanic versions of key elements. Ryan's will also launch an employee marketing effort that features ring tones, screensavers, videos, and musical greeting cards.

"This campaign gives a distinct brand voice to the Ryan's restaurant experience," said Mike Andrews, chief executive officer of Buffets, Inc. "It celebrates both the emotional and functional benefits of Ryan's unique platform in a way that will resonate with our customers. The spirit of Ryan's personality is expressed in every vertical element of this campaign."

"We set out to create a brand strategy and an integrated marketing program that differentiates Ryan's and conveys their commitment to providing high quality, freshly made meals for the entire family," said Tim Condon, SCC's managing partner. "This campaign will engage consumers at multiple touch points and make them want to be a part of the terrific Ryan's experience."

About Buffets Holdings

Buffets Holdings is the parent company of Buffets, Inc., the nation's largest steak-buffet restaurant company, which currently operates 533 restaurants in 38 states, comprised of 523 steak-buffet restaurants and 10 Tahoe Joe's Famous Steakhouse(R) restaurants, and franchises 14 steak-buffet restaurants in six states. The restaurants are principally operated under the Old Country Buffet(R), HomeTown Buffet(R), Country Buffet (R), Ryan's(R) and Fire Mountain(R) brands. Buffets, Inc. employs more than 30,000 team members and serves more than 160 million customers annually. For more information, please visit www.buffet.com and www.ryansrg.com.

About Schafer|Condon|Carter

SCC is a leading privately held, integrated services marketing agency with a proven history of producing results-focused programs. SCC has experienced nineteen consecutive years of steady growth of agency billings and revenue and an expanding client roster including: Brunswick Corp., General Mills, McCain Foods, ConAgra, Solo Cup and National Cattlemen's Beef Association. SCC, established in 1989, is based in Chicago and its wholly owned network includes SCC|Grossman Public Relations, SCC|Digital and Gravitas Sponsorships & Event Marketing. The agency employs more than 70 people. For more information visit www.sccadv.com.

Campaign Creative Credits Client/Brand: Buffets, Inc/Ryan's Grill Buffet and Bakery Client Brand Manager: Karlin Linhardt Agency: Schafer|Condon|Carter Executive Creative Director: Bernie Pitzel Copywriter: Denny Hebson Art Director: Cristen Young Agency Producer: Leroy Koetz Production Company: Schafer|Condon|Carter Director: Leroy Koetz Graphics House: Protoculture Editorial House: Nolan Post Sound Design & Mix: Jim Annerino Photographer/Illustrator: David Deahl (Food) and Billy Velton (Lifestyle)

The campaign features "Whadja Get?": Original Music written by Bernie Pitzel and co-directed by SCC/Director Leroy Koetz and Bernie Pitzel.

SOURCE Ryan's Grill Buffet and Bakery

Source: PR Newswire

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