Los Angeles, CA - 7 June, 2004 -

Deutsch LA announces today that it is launching a humorous new ad campaign for CiCi’s Pizza, the 480-unit chain offering unlimited fresh salad, pasta, dessert and 16 kinds of pizza for $3.99. The commercials use a behind-the-scenes approach to juxtapose CiCi's friendly environment of superior service quality with comical images of uninspired fast-food restaurants. "Their Way vs. Our Way" breaks today in CiCi's key markets and includes: three :30 and three :15 television spots, print (FSIs), outdoor and radio. CiCi's awarded Deutsch its $15-18 million account in March 2004. “Everyone has an unpleasant fast food story of one sort or another," noted Tom Koenigsberg, CiCi’s Chief Marketing Officer. "This campaign reinforces CiCi's service leadership position and reminds consumers that we're a far better option than fast food.” “The ads have a voyeuristic feel to them reminiscent of the pop cultural trend of unscripted television programming," said Eric Hirshberg, Managing Partner and Executive Creative Director, Deutsch LA. He added: "We think our amusing, candid camera approach will resonate with consumers and encourage them to consider giving up bad service.” Founded in 1985, CiCi's Pizza is a family-oriented restaurant serving guests all the fresh salad, pasta, desserts and 16 kinds of pizza they want for $3.99. CiCi’s credits its continued success to the company’s philosophy of truly listening to its customers in order to achieve 100% guest satisfaction. CiCi’s mission then and now is to exceed each guest's expectation in food, service and cleanliness, all within their low price point. For more information visit www.cicispizza.com. Deutsch Inc. is a full-service integrated marketing and communications company. Part of the Interpublic Group of Companies (IPG), Deutsch works with blue-chip clients including: CiCi's, Revlon, Mitsubishi Motors of North America, Coors, Novartis, Bank of America, Old Navy and Monster. Deutsch offers clients an array of services including advertising, direct marketing (directDeutsch), Interactive (iDeutsch), media planning and buying (deutschMedia), design (designDeutsch) and public relations, promotions, and events (Deutsch PR Promo Plus). Deutsch has offices in New York, Los Angeles, Chicago and Toronto.

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