Café Rouge hires LightBrigade to restore 'glory days' with brand transformation

The Casual Dining Group, which owns restaurant brands including Belgo, La Tasca and Las Iguanas, has hired LightBrigade to manage consumer PR for its French bistro chain Café Rouge.

Café Rouge: The French bistro chain has chosen LightBrigade to lead rebrand
Café Rouge: The French bistro chain has chosen LightBrigade to lead rebrand

The agency won the account following a four-way pitch that included incumbent Elliotts, who were appointed last year, and was led by Café Rouge brand director Georgia Hall.

Café Rouge is celebrating its 26th birthday this year and is undergoing a rebrand, including a refurbishment of 50 restaurants and the launch of a new menu in March.

As part of the rebrand LightBrigade will champion classic French dishes and cooking techniques, and engage consumers through 'do it yourself' cookery demonstrations. The agency will also deliver brand campaigns to reflect the restaurant's personality.

LightBrigade currently works with hospitality brands including YO! Sushi, Giraffe, Domino’s, Pod and The Real Greek. Managing director Alan Twigg will lead the account and report to Hall.

Hall said: "It is a genuine privilege to restore a heritage brand to glory days and pay homage to all the French food classics and Parisian bistro style. We are excited to have the LightBrigade team join us on the journey, which will include launching new sites, menus, food innovation and new dining concepts.  LightBrigade understands the dynamics of the fast-moving and shifting casual dining market in the UK and its passion for what we do and clarity of thinking struck us immediately."

Twigg added: "This is just a fabulous brand and the work going on to rejuvenate it is really impressive. As more and more dining concepts appear what seems like every week, it’s time we celebrate a true classic and ensure Café Rouge is consistently promoted as authentic, established and expert in its field."

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