Whitbread appoints Crammond Dickens for Bella Pasta task

Whitbread is planning to take its Bella Pasta high street restaurant chain on to TV for the first time next year and has appointed Crammond Dickens Lerner to create the brand-building campaign.

Whitbread is planning to take its Bella Pasta high street

restaurant chain on to TV for the first time next year and has appointed

Crammond Dickens Lerner to create the brand-building campaign.



The agency won the creative assignment in a pitch against a number of

undisclosed shops and on the back of its work on the delivery operation

for Pizza Hut, jointly owned in the UK by Whitbread and PepsiCo.



The new work, for which budgets are being finalised, will be a key

element in the development of Bella Pasta, acquired by Whitbread along

with the Pizzaland chain when it bought the Bright-Reasons group in a

pounds 46 million deal nine months ago.



The Pizzaland name is disappearing in favour of Bella Pasta as Whitbread

seeks to capitalise on one of the fastest growing sectors of the

eating-out market, which has a particularly strong appeal to women. It

plans to boost the current 72 outlets to 200 by the millennium.



Crammond Dickens takes over creative work on the account from GGT, whose

involvement with Bella Pasta stopped after the Whitbread takeover. Media

planning and buying remains with Optimedia.



The initiative is being spearheaded by a new management team at

BrightReasons, headed by Stephen Evans, the managing director, who

previously ran Forte’s Harvester restaurant chain. Alongside him is Ed

Aspel, a former senior marketer at Pizza Hut, who was involved in last

year’s launch of the ’stuffed crust’ pizza.



Aspel said: ’Crammond Dickens has shown it can deliver for Pizza Hut and

for other retail-focused clients.’