Dig For Fire wins £4m Little Chef account

Dig For Fire, the Sheffield-based agency, has scooped the £4m above- and below-the-line account for roadside restaurant chain Little Chef. The agency, which was appointed without a pitch, will play a key role in the chain’s decision to return to a value-for-money positioning.

The account is the third win for Dig For Fire, which was formed by the merger of direct response consultancy Scope Creative Marketing and full service agency Paradigm. It also handles work for HSBC and The Samaritans.

The agency is developing an integrated campaign for 2004, which will include print ads, direct mail, promotions and new menu designs. The campaign will focus on Little Chef’s core menu offers and low prices, but will mainly promote its breakfast offer.

The appointment of the agency follows the arrival of marketing director Ann Elliott, who joined the chain earlier this month. She replaced Jill Brown, who left in June after Little Chef was sold by catering group Compass to venture capitalist Permira, which also acquired budget hotel chain Travelodge.

Elliott worked with Scope Creative previously when she was marketing and planning director for restaurant group Beefeater.

The takeover has led to a change in strategy for Little Chef, which has more than 380 outlets nationwide. Brown had been working to change the image of the restaurants as a motorway stopover, but it has now reintroduced its value-for-money offer, such as free coffee refills.

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