BDH TBWA kicks off launch advertising for Cafe Pasta chain

BDH TBWA has been appointed to handle the launch of Cafe Pasta, a restaurant chain owned by Pizza Express.

BDH TBWA has been appointed to handle the launch of Cafe Pasta, a

restaurant chain owned by Pizza Express.



The campaign, which breaks in London this May, represents the first

advertising for the group. ’We’ve never felt the need before,’ Matthew

Allen, a director at Pizza Express, said. ’Pizza Express has been built

on word of mouth over 35 years and we’re still committed to that

process, but we didn’t want to wait 35 years for people to visit Cafe

Pasta.’



Allen , who was the finance director of GGT when it acquired BDH, said:

’I worked with them for six years and I know they’re good.’



The campaign’s four press and poster executions poke fun at the chain

for not taking the name Pasta Express. One features an agency creative

slumped into a bowl of pasta after failing to come up with the obvious

brand strategy.



Media planning and buying is through Media Solutions.