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
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many people have an outdated image of it.’