Toby Carvery readies first TV campaign

Troubled pub company Mitchells & Butlers (M&B) is to launch the first television campaign for its Toby Carvery brand as it looks to grow the restaurant chain.

The firm has appointed St. Luke’s to its £2m advertising account to produce the brand’s first TV activity in its 14 year history.

Simon Cope, director of marketing at Mitchells and Butlers, says the campaign will aim to “set the agenda” for the brand and help achieve its “aggressive growth target.”

News of the move comes on the day (28 January) Mitchells & Butlers – which also owns the Harvester, Vintage Inns, All Bar One, O’Neill’s and Browns brands – holds its AGM when the company’s largest shareholders are expected to vote to remove the firm’s chairman.

Joe Lewis, the firm’s largest shareholder has proposed removing director Drummond Hall and blocking the re-appointment of chairman Simon Laffin through his investment vehicle, Piedmont,.

Lewis has criticised the management of the firm and accused its board of losing money in ill judged financial deals.

St Luke’s appointment was made without a pitch and follows the agency’s appointment in October 2009 by M&B’s Harvester Restaurants brand to handle a communications campaign.

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