Little Chef seeks agency for pounds 5m television blitz

By EMMA HALL, campaignlive.co.uk, Friday, 27 February 1998 12:00AM

Little Chef is looking for a new agency to mastermind a pounds 5 million TV ad blitz, described as the chain’s biggest for nearly a decade.

Little Chef is looking for a new agency to mastermind a pounds 5

million TV ad blitz, described as the chain’s biggest for nearly a

decade.



The roadside eatery has parted company with Barrington Johnson Lorains &

Partners and is talking to M&C Saatchi, Grey and TBA Marketing about the

project.



Creative work from the shortlisted shops has been put into research and

a decision is expected next week. The winning campaign will run

nationally and regionally between Easter and September.



The Granada Group-owned company is believed to have called the review

after criticism of poor value and service. Granada bought the business

in early 1996 from the Forte group and has been trying to ditch Little

Chef’s 60s image ever since.



The move is an attempt to stabilise an agency roster that has suffered

several changes in the past year. The chain appointed Clark & Taylor to

handle the business last April, but moved after the agency picked up the

conflicting Harvester account. Barrington Johnson has been caretaking

the brand for three months.



Jenny Heath, marketing manager for Little Chef, confirmed the review,

explaining: ’Little Chef is a fantastic brand with loads going for it,

but it has suffered from a lack of investment. We want to pump life back

into it.’



Media planning and buying are unaffected by the review and will remain

with TMD Carat in Manchester.



No-one at Barrington Johnson was prepared to comment on the review as

Campaign went to press.



Little Chef has also handed TBA its pounds 3-4 million print, radio and

through-the-line account, which had also been temporarily with

Barrington Johnson. The business was moved without a pitch after TBA

proved its mettle working on a number of other Little Chef projects.



This article was first published on campaignlive.co.uk

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