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