Whitbread has appointed Life to handle the creative work for its two pub restaurant brands, Beefeater and Brewer’s Fayre, following a pitch against Initials, BDNtwk.
The agency is set to deliver a new brand proposition alongside strategic planning, creative concepts and design of all restaurant communications such as external signage and menus. It will also provide creative for the Beefeater and Brewer’s Fayre digital, social and PR channels.
David Murdin, marketing director at Whitbread, he wants the brands transformed into two, powerful, clearly-defined, mid-market national restaurant brands.
“We were impressed by Life’s intelligent use of insight to inform creative proposals and how it would handle the strategic issues our brands face,” he said. “The Life team pitched a strong set of corporate and creative ideas that conveyed an acute understanding of the on-trade market and its current and future challenges.”
BBH’s Milton Keynes office had serviced the account since October 2011, prior to that it was held by Cheethambell JWT. BBH did not repitch for the account.