Mother gives true Brit taste to Beefeater ads

Mother’s first campaign for Beefeater restaurants takes the form of a spoof ’docusoap’ set behind the scenes at different branches of the Whitbread-owned chain.

Mother’s first campaign for Beefeater restaurants takes the form of

a spoof ’docusoap’ set behind the scenes at different branches of the

Whitbread-owned chain.



All five of the commercials end with the line, ’Beefeater. Serves

Britain right’, and emphasise the chain’s ’Britishness’. The first spot

features a series of religious figures being fought off by a Beefeater

staff member because, ’what with Matins and Sunday School’ they are too

late for Sunday lunch. Beefeater has now solved this problem by serving

Sunday lunch all day.



Christmas is a busy time at Beefeater, and one manager deals with this

by organising her chefs like soldiers in a boot camp. She wakes one up

in the middle of the night to test him with the demand: ’Table six wants

petit pois with their lunch.’ He promptly replies: ’No petit pois.

British food only.’



Another spot shows an Asian restaurant manager thinking up new

promotions.



’Bring your own fish and get chips free’ doesn’t work too well and

another offer, where diners receive a free meal if they dress up as a

cavalier, backfires when a roundhead enters and causes a fight.



Then there is the chef who is ridiculed for using endive at a Beefeater

restaurant, and a pudding research and development officer who is

inundated with elderly ladies trying to get their recipes on to the

Beefeater menu.



The ads were directed by LeMoine Miller from @radical.media.



Mother won the account six months ago (Campaign, 3 April) with a brief

to modernise Beefeater’s image.



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