Little Chef returns to TV with Clark & Taylor

Little Chef, the roadside restaurant chain, is returning to TV advertising as its Granada group owner attempts to put the brakes on its sliding fortunes.

Little Chef, the roadside restaurant chain, is returning to TV

advertising as its Granada group owner attempts to put the brakes on its

sliding fortunes.



The company is putting pounds 5 million behind the initiative, which

will be spearheaded by TV work breaking this Friday and supported by

national press, posters and radio.



It marks the first work by Clark & Taylor since the agency took over the

creative side of the account from Manchester’s Barrington Johnson

Lorains (Campaign, 25 April).



The advertising is built around two offers - the pounds 4.99 New Bigger

Breakfast and a ’kids eat free’ offer.



All the work uses simple, stark images and Little Chef’s red, black and

white colours.



Rodger Williams, the Clark & Taylor creative director, said: ’The strong

visual element and a very direct message mean a tight, consistent

communications campaign, which will be hard to miss.’



The TV campaign, which accounts for half the total spend, will run until

early September in the LWT, Granada, Border, Yorkshire, Central and Tyne

Tees areas, as well as on satellite channels. The accompanying 48-sheet

poster offensive will run on almost 900 sites. Media buying is through

TMD Carat Manchester.



The three 20-second commercials were written by Dave Smith and Julian

Flanagan, art directed by Mike Holmes and directed by Paul Williams for

Production International. The posters were written by Peter Evans and

art directed by Barry Batchelor.



Granada, which acquired Little Chef from the Forte group last year and

is merging it with Happy Eater, aims to revitalise the chain, which has

been accused of losing customers by failing to deliver either value or

service.



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