Little Chef - Email campaigns

Challenge

After what seemed like years in decline, Little Chef had finally decided to hurl themselves into the 21st Century and breath new life into a decidedly 1970's brand. Their experiences with Heston Blumenthal as part of the Channel 4 programme 'Big Chef meets Little Chef' had made them finally understand that while there was a latent warmth for the brand - this wasn't translating into outlet visits and sales across the groups outlets. A decline in restaurants from a height of nearly 400 to around 100 in 2010 meant that the group was now at a scale where 'major surgery' was manageable and affordable.

Solution

After initial work on redefining what the brand actually stood for and the development of a new brand mark, Little Chef worked with fuse8 to deliver a complete portfolio of print collateral and in-restaurant marketing supporting the dine-in restaurants as well as the new 'FOOD TO GO' take-out concept; a proposition to compete directly with roadside Costa Coffee and Starbucks. Alongside the in-outlet design work, fuse8 out were commissioned to undertake new photography as well as create email communications for registered and 'bought in' lists to explain the new Little Chef and generate interest and visits.