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Piccadilly Restaurants Unveils Creative Partnership with Country Music Star Billy Ray Cyrus.

NEWPORT BEACH, Calif. -- Piccadilly Restaurants LLC, one of the nation's largest Southern, home-style restaurant chains, announced today a new marketing campaign featuring country music and television star Billy Ray Cyrus. Billy Ray will appear in regional television and radio commercials and partner in community outreaches with the chain.

"I believe Piccadilly represents the same values my fans appreciate - community, family, and wholesome living. My wife, kids and I love their fresh Southern food," said Billy Ray Cyrus. "The commercials are upbeat, a lot of fun and I think everyone will enjoy them."

Billy Ray Cyrus is an internationally recognized recording artist, actor and humanitarian. He has produced three number-one singles, most notably 1992's, "Achy Breaky Heart." Billy Ray has also starred on the PAX-network television program, "Doc," since 2001. He has also garnered numerous honors for his dedication to philanthropy including the Bob Hope Congressional Medal of Honor's Society Entertainer's Award. Billy Ray has also been recognized by The Kennedy Center Honors for his work with children. He currently lives in Nashville with his wife and six children and is working on an album to be released later this year.

"Billy Ray is the perfect spokesman for the Piccadilly brand because he enthusiastically speaks to the core of Piccadilly values and has a tremendously broad appeal. Whether you are 25 or 65, you can love Billy Ray Cyrus," said Scott Feldman, vice president of marketing, Piccadilly Restaurants LLC. "HBRA did an amazing job with the spots. We are proud to use their work as we communicate our commitment to outstanding meals and service to our customers."

The commercials were created, composed and produced by Heil-Brice Retail Advertising in Newport Beach. The spots with the tag line, "Somebody Knows What They are Doing in the Kitchen," feature Billy Ray singing the accolades of Piccadilly's commitment to freshly prepared meals for the family desiring lots of choices.

About Piccadilly Restaurants LLC

With headquarters in Baton Rouge, La., Piccadilly Restaurants LLC has been serving home-style meals for more than 60 years. Currently, Piccadilly operates 132 cafeterias with more than 6,000 team members in 15 states, primarily located in the southeast and mid-Atlantic regions. For more information please visit the company Web site at www.piccadilly.com.

About HBRA

HBRA specializes in strategic retail branding - the creation and execution of highly focused advertising and communication programs designed to increase sales, heighten visibility and solidify customer loyalty. Founded in 1987, HBRA is based in Newport Beach and ranks among the top 100 advertising agencies in the United States (ADWEEK). Key clients include Ralphs Grocery Co., The Los Angeles Times, Los Angeles Clippers, Food 4 Less, and Fry's Food and Drug. For more information, please visit the company Web site at www.hbra.com.
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Publication:Business Wire
Date:Feb 2, 2005
Words:459
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