• July 17, 2009

Ryan's Grill Buffet and Bakery has launched the brand's first system-wide marketing effort. The integrated campaign was created by marketing agency of record Schafer Condon Carter. It is part of a branding effort to redefine and distinguish the restaurant.

TV and radio ads feature original music and a proprietary jingle for the 225-store unit of Chicago-based Buffets, Inc., the nation's largest steak-buffet restaurant company.

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 include Hispanic versions of key elements. Ryan's will also launch an employee marketing effort featuring ring tones, screensavers, videos and musical greeting cards.--Tanya Irwin