Little Chef has handed its 5m TV creative account to Grey and will use the red and white chef icon as a personality in upcoming ad campaigns.
Grey pitched against M&C Saatchi and TBA Marketing for the 5m task. TBA will continue to work on print and radio advertising for Little Chef.
Little Chef marketing manager Jenny Heath says the Little Chef brand will become a big focus for the Granada group.
“The advertising and marketing budget has increased a lot since the Forte days,” she adds. Granada acquired the Little Chef chain in January 1996.
The campaign will run between Easter and summer – the busiest times of the year for roadside restaurants – with the first burst at the end of this month to coincide with the Easter break.
Heath says the aim is to position the Little Chef chain away from competitors like McDonald’s, by stressing services and products available.
“Grey had the idea of using the Little Chef icon and we want to bring a sense of fun and personality to the brand,” says Heath.
Barrington Johnson Lorains & Partners has handled the creative account for Little Chef since the chain parted company with Clark & Taylor three months ago, because of a conflict of interest.