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
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
Media planning and buying is through Media Solutions.