Sizzler selects new ad agencySizzler selects new ad agency

CULVER CITY Calif. Sizzler USA will start 2008, its 50th anniversary year, with a new campaign and a new ad agency: Ground Zero of Los Angeles.

The chain announced Wednesday that it had named the shop its agency of record, replacing Kovell-Fuller, which had held the account for five years.

Ground Zero’s first branding and promotional campaigns for the chain are expected to break in January.

“With next year being such a big year for us and our franchisees, we wanted to take a fresh look at our direction and our communications for the next 50 years,” Mike Branigan, Sizzler’s vice president of marketing, said in a statement.

Sizzler, based here, owns or franchises more than 300 domestic and foreign units and spent $10 million on advertising and marketing in 2006, according to a statement from the company.