Little Chef seeks agency for pounds 5m television blitz

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.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).