The agency has been handed a retained consumer-facing brief as the chain, which is well-established in the Middle East, embarks on an ambitious growth drive.
Alan Twigg, founder of LightBrigade, said that as well as raising awareness of Just Falafel's stores, there would be an attempt to reframe the idea of fast food.
He said: ‘First and foremost there is an educational job to do, in terms of people not fully appreciating what falafel is and how it’s made. We want to position this as an alternative to food such as burgers, with an emphasis on healthiness and freshness. We are trying to reframe what the whole fast food conversation is about.’
Just Falafel opened its first store in Abu Dhabi, UAE in 2007 and now has more than 650 franchise agreements to open stores in 15 different countries and aims to open 200 fast food stores in the UK during the next five years.
LightBrigade will have a range of responsibilities, including brand and store development, franchise and field sales support and consumer and lifestyle PR, including social media and digital activity.
Twigg added that the agency would also be doing experiential work, with consumer lifestyle publications among the media targeted.
The account will be led by senior account director Jenny Carter, with the team reporting to Just Falafel UK CEO Mike Biggins.