Restaurant owner The Pelican Group has hired Spring O’Brien as its
first PR agency to work on an account for its Cafe Rouge chain.
Spring won the account in a three-way pitch. Cafe Rouge had previously
handled its PR in-house.
The decision to appoint an agency was made after market research showed
low brand recognition. ’Our core values were not being communicated to
our customers,’ said Pelican group operations director Jo Cumming.
The PR for Pelican’s other chains, Dome and Mama Amalfi, is still being
handled in-house but Cumming suggested it could be put out to tender if
the Cafe Rouge account is a success.