Cake’s role will be to provide corporate and consumer PR for the brand. Cake was selected following a competitive pitch.
The team will be led by Cake MD Chris Wood.
Little Chef MD Tracey Mulligan said: ‘Little Chef continues to change and the next period is an important one for us. We are very confident that Cake’s approach will help us achieve our objectives.’
Wood said: ‘Little Chef is an iconic British institution and we’ll be working to encourage motorists to reappraise the brand, making it the driving stop-off of choice on the A road.’
Little Chef formerly worked with Lucre for consumer PR activity.