Tag Archives: quote

The Fat Duck owner waddles away from Little Chef

23 Jun

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The rise of celebrity chefs – such as Marco Pierre White, Gordon Ramsay and Jamie Oliver – have dominated our cookbooks, TV shows and magazines for years. But now, one angel named Heston has fallen from grace as roadside restaurant chain Little Chef has given him the boot.

Brand ambassador Heston Blumenthal has been dropped by Little Chef after six years, after his outrageous dishes proved unpopular with diners. A kick in the teeth after he was recruited by the business to help turn around its flailing image. But it seems that ox cheeks and strawberry and orange flower-water yoghurt just doesn’t cut it with motorway drivers after all. Surprised? I didn’t think so.

Now, I’ve got to hand it to Little Chef’s PR manager Richard Hillgrove who’s created a story with this ‘no news’ update thanks to his quote that doesn’t pull any punches:

“His dishes aren’t popular…we’ve wiped him from the menu. Little Chef needs to get back down to earth and that’s what we are doing.”

Hillgrove has essentially blamed Heston for failing to do his job, implying that they’ve had to overrule his poor choices by going back to basics. It doesn’t come into question that Little Chef had bad judgement by agreeing to work with an individual that’s not aligned to its target audience in the first place!

Heston’s publicity team has been quick to respond to Little Chef by dumbing down the Michelin-starred chef’s advisory role, making it clear that after Channel 4’s documentary was aired in 2009 he had little to do with the menu rollout.

Although Little Chef won a place in the spotlight by bringing Heston on board in 2007, no one in their right mind would’ve expected the idea to work. The Fat Duck and Dinner’s success can’t be replicated in a branded greasy spoon because a) no one asked for it and b) it’s the wrong target audience. I assume market research was produce to back this up, so where is it?

Consumers weren’t avoiding Little Chef because its dishes weren’t up to scratch, I expect it was because the venues, facilities, customer service and range of dishes were tired and boring – not broken. Something that Heston wanted to address.

You know as well as I do that celebrity endorsements can work to great effect, if the objectives, strategy and tactics are all aligned.
But, because this activity was doomed from the start, Little Chef is back to serving Olympic breakfasts and its customers can relax knowing they’re getting the meal they’ve always wanted.

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There’s no confusion with this campaign

10 May

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It’s been a while but I’ve seen a campaign I actually like – thanks to Confused.com.

The insurance comparison site has kept its latest PR and marketing push simple, by setting out to answer the crazy questions that consumers have on their mind but have never been able to ask.

At the top of the list, according to new research, is ‘what’s the fuss with the Kardashian’s?’ Fair enough – I’m not sure either but it doesn’t stop me going crazy trying to keep up with them.

So, to help the nation out Confused.com is answering a series of random questions through short YouTube videos, featuring a mad scientist character, and inviting people to tweet questions next Wednesday using a special hashtag.

It’s an interesting campaign and works well because consumers get something useful out of it – knowledge. The fact that confused consumers will be looking to Confused.com for clarity is brilliant, making it a thought leader in its sector and everything else as well! To me, it’s very clever and well executed. My only issue is with the scientist who through looks suggests that the brand had no budget for Stephen Fry, so got a poor look-a-like instead.

But, you can’t win them all. But remember folks, in PR it’s necessary to die trying.)

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