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Little Chef appoints Lucre as consumer PR agency

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By The Drum Team, Editorial

March 6, 2009 | 2 min read

Roadside restaurant chain Little Chef has appointed Lucre to handle its consumer PR activity.

Following a four way pitch the agency will seek to capitalise on the exposure the brand gained during its 50th anniversary last year and will also support a wider range of initiatives through out the year including its new menu launch in the summer.

Little Chef will also sponsor national family week as it looks to change perceptions of its brand and re-engage with the British public.

The agency will work closely with Lindsay Howard, marketing director of Little Chef as the brand looks to reassert its position as one of the nation’s favourite roadside eateries.

Tamarind Wilson-Flint, director at Lucre, said: “Little Chef is an iconic brand which everyone has heard of, visited and at some point enjoyed. From lollipops to the Olympic breakfast, there are so many things that the nation loves about Little Chef. The brand is undergoing significant change and we are so excited to be part of the team. Our campaign draws on the heritage of Little Chef, rewarding its extense and loyal fan base but at the same time making the brand even more relevant to today’s market and a whole new generation of diners.”

Howard explained: “‘Little Chef is changing’ is at the heart of all our brand activity and marketing communications in 2009 and we need the best portfolio of agencies on board.”

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