Whitbread turns to Mother for revamp of Beefeater image

Beefeater, the pub and rest-aurant chain, has split with Bartle Bogle Hegarty after nine years and appointed Mother with a brief to regenerate and refocus its image.

Beefeater, the pub and rest-aurant chain, has split with Bartle

Bogle Hegarty after nine years and appointed Mother with a brief to

regenerate and refocus its image.



The Whitbread-owned com-pany is mid-way through revamping its entire

offering, from the menu and staff training through to the restaurants

themselves.



Ann Elliot, the marketing and planning director at Beefeater, said:

’Mother’s enthusiasm and vision perfectly matches our desire to make a

step change in people’s perception of what Beefeater offers now and in

the future.’



Last October, Beefeater advertised on television for the first time in

four years with a pounds 500,000 campaign.



Stef Calcraft at Mother said: ’For many, Beefeater’s image is tainted

with a 70s hangover, when the reality is different. It’s a great British

brand and we are looking forward to working with Beefeater to make it

famous again.’



Media planning and buying will remain with Motive.



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