Mustoe Merriman Herring Levy has picked up the pounds 4 million advertising account for the Whitbread restaurant chain Brewsters after a two-way pitch against Abbott Mead Vickers BBDO.
The win puts MMHL on the Whitbread roster with a brief to consolidate Brewsters' position within the family restaurant sector.
The account went up for pitch in October last year following the launch of Brewsters, a spin-off from Whitbread's adult-oriented Brewers Fayre chain.
The incumbent, Cramond Dickens Lerner, which dealt with Brewsters' pounds 1 million launch last March, was not involved in the final pitch, although it was on the original pitchlist of five agencies.
Brewsters restaurants contain children's sections with Sony PlayStations, a Brewster the Bear character and staff trained to perform circus acts.
The revamp comes as Whitbread seeks to reposition itself as a pubs and hotels group following the sale of its beer business last year. In November it split its Beefeater brand into three separate divisions - Brewsters, Out & Out and Banter. It aims to have 220 Brewsters outlets by 2005.
Whitbread claimed it had not chosen a final agency to handle the Brewsters account and MMHL's chief executive, Nick Mustoe, referred all calls to the client. Media, currently handled by Austin West, is not under review.