Client
Roadchef
Roadchef is one of Britain’s leading roadside service area operators, welcoming a whopping 52 million customers every year. Our mission? Create a killer campaign for Autumn/Winter that celebrates the big moments — and all the small stuff too.
– Campaign Development
– Branding
– Social and Digital Content
– Activation
The Journey
Challenge
How to love the cold and fill it with heartwarming moments. But let’s do it the Roadchef way — charge it (EV), love it (ESG), experience it (Brand Value).
Objective
To increase brand awareness, keep them coming back for more and stir up some serious love. Make Roadchef the go-to stop for those “ahh” moments, refuel and get back on the road.
Solution
Enter the #LittleThings campaign. It’s about those little moments that leave a lasting impression and reinforce Roadchef’s commitment to delivering exceptional service. A steaming hot coffee served with a smile, fun on-the-fly, goodies to grab, deals that make you smile.
ESG
Roadchef are on a journey to net zero by 2050, embedding eco-awareness, championing clean energy, and nurturing communities with every step.
Brand Value
It’s about personal touches and personal pride — making sure you feel at home. Brands you love and comfort when you need a wee little break.
EV Charging
Driving green? Roadchef’s EV charging is 100% green and lightning-fast for a cleaner future. Let’s keep the roads moving — sustainably.
Introducing
The Little Things Champions
We developed the Roadchef Heroes — our five glowing stars that’ll support you at every stop along the way. They capture the spirit of Roadchef — the heart, the values. Real, relatable, and the driving force behind the scenes.
Evie
Sustainability Activist
Miles
Kids Champion
Jo
Supremo Barista
Ray
Phantom Cleaner
Bertie
Paw-some Fundraiser
The #LittleThings campaign ran across digital media – website, social media and on-site with digital 6 sheets and 48 sheets with the distinctive illustrated style.
The success of the campaign meant it didn’t stop there and continued into printed media with huge wall graphics across the sites.
Halloween Campaign
Fang Freakin-tastic
We conjured up a Halloween campaign that made every traveller’s journey a scream. Picture this: a killer like-and-share competition with Krispy Kreme, themed social assets showcasing Roadchef’s spellbinding restaurant offerings, a series of wicked iconography and a digital 48 to get punters in the spirit.
Always on
Keeping it going
Between headline dates we kept the #LittleThings campaign on track with a series of ‘always-on’ content in tune with Roadchef’s core messages. Because it’s more than just filling spaces — it’s about connecting, resonating, being utterly unmissable.
Christmas Campaign
A little winter magic
We lit up Christmas as Brits’ crisscrossed the country, hearts set on reunions with loved ones. Our gift? A heart-thumping, engagement-tapping 12 Days of Christmas giveaway. Plus, we decked the digital halls with themed iconography and seasonal social content. Because, truly, ’tis always the season to spread a little extra joy.
The Little Things campaign was a fantastic initiative that truly highlighted the heart and soul of Roadchef. It reinforced our commitment to enhancing every moment of our service experience. The collaboration on this campaign was seamless and impactful, helping us strengthen our brand connection and engage our audiences effectively.
Amanda Mason, Head of Marketing, Roadchef
