Little Chef cooks up £4m brief for Dig For Fire
Newly formed Sheffield agency Dig For Fire is licking its lips after collecting the £4m above- and below-the-line brief for the Little Chef chain from London’s TBA.
Little Chef, which has over 400 outlets throughout the UK serving in excess of 20m customers a year, is looking to the firm to push its value-conscious proposition. The brief is supported by a £4m spend, set to be split across direct mail, press advertising and promotions, as well as new menu designs.
Speaking of the decision to move the account, Little Chef’s Ann Elliot said, “We’ve had good support from our previous agencies, but the future presented a series of fresh challenges for the brand. It was the right time to bring in a new team with solid retail and leisure experience.”
Little Chef first opened its doors in Reading in 1958 with an eleven-seater snack bar and is now the UK’s largest roadside restaurant operator. Charles Glover, Dig For Fire’s MD, acknowledged the chain’s heritage and renown, commenting, “This is a great win for us. Little Chef is one of Britain’s best known brands.” He added that the main task for the agency was to “help reaffirm Little Chef’s position as the nation’s favourite roadside restaurant”.