Whitbread pitch picks Larkspur to update Beefeater

Whitbread has hired Larkspur to revitalise its Beefeater restaurant and pub brand across the UK.

Whitbread has hired Larkspur to revitalise its Beefeater restaurant

and pub brand across the UK.



Fees are expected to exceed six figures on the consumer campaign, which

was won after a five-way pitch this week.



The biggest chain of full service restaurants and pubs in the UK,

Beefeater has more than 256 outlets. It serves over 19 million meals a

year.



The six-year incumbent was BMA Communications. The agency decided to

relinquish the account after differences over the brand’s direction.



Communique, Clarion Communications, Third Rail and Barclay Stratton are

also known to have pitched.



Beefeater’s marketing and planning director, Ann Elliot, said

competition in Britain’s eating-out market had risen dramatically:

’We’re spending a lot of time and effort supporting our positioning of

’Serving Great British Food’, including a major consumer push.’ The

agency will convey the message that the brand offers traditional British

meals with a contemporary twist.



Larkspur director Matt Fearnley said: ’The brand is highly salient, but

many people have an outdated image of it.’



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