I hate working in the attic...it's always too hot or too cold, not to mention dusty and a little dangerous.
In my kitchen remodel, I have had to run several new circuits from the basement. The hardest part is finding the bottom plate of the wall in which you want the circuit run. Once you find that, you just drill a hole coming up through the basement ceiling and fish the wire up. It helps to have another person waiting at the switch location to grab the cable as you push it up.
Much easier than going through the attic...but if you have a finished basement, you have no choice but to break drywall or roof.