The roadside restaurant chain, Little Chef, launches its biggest
strategic initiative in 40 years on Friday with a pounds 5 million
advertising push through Grey.
The six commercials - which target potential car travellers - were
created by the copywriter, Chris Street, and his art director, Wolf
Howells, in only four weeks after Grey won a three-way pitch for the
account last month (Campaign, 6 March).
They bring to life the Little Chef logo in ways which emphasise the
brand and stress the chain’s value-for-money proposition. One spot asks:
’Where can you get a choice from three starters and three main courses
for under a fiver?’
From behind a counter, we see the top of a small white chef’s hat, which
potters along to a till, only to be knocked off as it opens to ring up
pounds 4.99. The ad closes with the Little Chef sporting a plaster over
his hat, and the new tagline: ’A little chef goes a long way.’
A second execution sees the beleaguered Little Chef squashed under a
stampede of customers, enticed by the special offer of a free Lego Toy
with every Kids’ Meal. A third promotes the Little Chef breakfast.
The ads, which will run for three months, were directed by Martin Jones
of TTO2 and narrated by Suggs, the former lead singer of Madness. Media
on the campaign is being handled by TMD Carat in Manchester.
’Clients always want to improve store traffic, while agencies always
want to create long-lasting branding campaigns. The device of the Little
Chef’s hat allows us to do both,’ Grey’s executive creative director,
Paul Smith, explained.