Roadside restaurant chain Little Chef has reappointed the Birmingham office of PR and communications consultancy Smarts as its PR agency.
Sheffield-based Little Chef appointed Smarts after a four-way pitch and hopes the firm will help it shake off an outdated image to help increase customers .
Smarts will support Little Chef's growth plans by helping to re-energise and create a clearer identity for the brand. The PR campaign aims support marketing and sales activity to not only increase customers, build profile and encourage brand loyalty, but also help change perceptions of the brand, making it more relevant to the consumer. The PR campaign will most importantly ramp up to the launch of the new concept Little Chef later in the year.
The Smarts team will be run by account director Sara Jenkins and Rebecca Scully, director of Smarts in Birmingham.
Ms Scully said: "Little Chef is an iconic British brand. It has been a national institution and is looking to re-establish itself to a new and existing customer base. There are also a lot of misconceptions about both the brand and dining which we will be looking to address. Our 'Bring it Back' campaign will combine creative ideas and fun stunts to make the brand more relevant and engaging."
Cathy Stevenson, marketing director at Little Chef, said: "This is key time for Little Chef as we re-invigorate and reinforce the brand to drive the business forward.
"Little Chef will celebrate its 50th Birthday in 2008, and this year will see the brand reposition itself whilst retaining all the well loved values and affection that clearly remain for Little Chef."