Alcone picks up RoadChef £4m account

Motorway services firm RoadChef has appointed Alcone to its £4m below-the-line business.

There was no incumbent agency and no other agencies were invited to pitch.

Alcone’s first round of activity will be a £500,000 nationwide promotional campaign. RoadChef is giving away Toyota MR2s and using a range of ambient channels to communicate the message. RoadChef- branded car transporters will carry Toyota MR2s on UK motorways and hitch-hikers will hold up RoadChef signs near motorway service areas.

Alcone’s campaign aims to shift outdated perceptions of RoadChef with the aim of making the company the UK’s best motorway services operator.

“Too many people don’t stop because they remember the way services used to be and not what RoadChef has to offer today,” says Charlie Eddy, senior account director at Alcone.

RoadChef, set up in 1972 as a joint venture between Lindley Catering Investments and Galleon World Travel, has spent £30m on its services over the past two years. Its associated brands and franchises include Travel Inn, Costa Coffee, Wimpy and WimpyChicken.

Alcone’s other business includes the advertising for Warner Village, but this account is under review following the cinema group’s acquisition by rival SBC International Cinemas (MW May 15).

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here