Little Chef hires PR specialist to reinvigorate image

Wednesday 20th of February 2008

Restaurant chain Little Chef has reappointed communications consultancy Smarts, one of the country's top PR agencies, as it looks to re-energise its image and attract new customers.

The roadside chain decided on the Birmingham branch of Smarts following a four-way pitch. The PR company will aid Little Chef's expansion plans by reinvigorating and creating a clearer image for the brand.

As well as attracting new customers, building profile and encouraging brand loyalty, it is hoped that the PR campaign will change perceptions among consumers of the restaurant as "outdated".

Rebecca Scully, director of Smarts in Birmingham, 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."

In 2004, there was a public outcry after Little Chef planned a redesign of the company's logo, featuring a slimmed down chef.