Partner Article

LIFE becomes lead creative agency for Whitbread brands

Integrated agency LIFE has been appointed by Whitbread, the UK’s largest hospitality company, as the lead creative agency for the Beefeater and Brewer’s Fayre pub restaurant brands.

LIFE won the work following a competitive four-way pitch against Initials, BDNtwk and incumbent agency BBH.

The agency will be responsible for delivering brand proposition, strategic planning, creative concepts and design of all restaurant communications, including external signage, menus and table talkers. It will also provide creative for the Beefeater and Brewer’s Fayre digital, social and PR channels.

David Murdin, marketing director at Whitbread, said: “We needed an agency that would be able to take Beefeater and Brewer’s Fayre and turn them into two, powerful, clearly-defined, mid-market national restaurant brands.

“We were impressed by LIFE’s intelligent use of insight to inform creative proposals and how it would handle the strategic issues our brands face. The LIFE team pitched a strong set of corporate and creative ideas that conveyed an acute understanding of the on-trade market and its current and future challenges. I look forward to seeing how LIFE can help us build our brands.”

Ian Humphris, joint managing director of LIFE, said: “This win plays straight into our heartland, consolidating our on-trade expertise and our extensive pub group experience. Whitbread responded very positively to our challenging approach to the strategic and creative challenges faced by these iconic brands.

“The company is hugely ambitious for the Beefeater and Brewer’s Fayre brands. Delivering campaigns & programmes will be the perfect demonstration of our Marketing First, Comms Second approach.”

This was posted in Bdaily's Members' News section by Alex Sampson .