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Little Chef and Reading for Life launch a Roald Dahl Reading Adventure
14 Jan 2011
Roadside restaurant chain Little Chef is teaming up with social marketing campaign Reading for Life and Puffin Books to engage children in a reading ‘adventure’ with games and activities based on Roald Dahl’s classic books.
The initiative launced in 157 Little Chef restaurants across the UK on 13 January 2011 and marks the beginning of an exciting new partnership between Little Chef and Reading for Life, in conjunction with leading children’s book publisher, Puffin. The organisations share the goal of wanting children to have fun and enjoy themselves, while learning and developing essential skills at the same time.
The Little Chef kids’ menus will be completely transformed into a Reading for Life Reading Adventure featuring popular characters from The BFG, James and the Giant Peach and The Twits. There will be Roald Dahl games as well as the opportunity to win great Roald Dahl prizes.
Reading for Life aims to promote the benefits of reading and the enjoyment and pleasure that reading can bring to everyone’s lives and is delivered by charity the National Literacy Trust. Reading for Life Manager Jack Sallabank sees the Little Chef relationship as an ideal way for Reading for Life to reach a key audience. Jack says:
“The objective of Reading for Life is to engage people in reading and to demonstrate its many values beyond being purely educational. Reading can be a fantastic way for children to relax and is also an effective ‘crowd control’ tool for parents, especially after a long car journey. Little Chef have a great relationship with families and the opportunity to work together to foster a family reading environment is very exciting.”
Helen Caley Marketing Support Manager at Little Chef says:
"Little Chef not only sells freshly cooked traditional British favourites but also provides a relaxing environment for today's busy travellers. Often the kids will be excited when they are on the way to a new place, but we know their parents need a break too - and the Reading for Life Reading Adventure is the perfect way to keep kids occupied while building their literacy skills at the same time. We are delighted about the new partnership with Reading for Life, and we can't wait to launch more great reading-related activities in 2011 and beyond."
Kirsten Grant, Campaigns Director at Puffin Books, Roald Dahl’s publisher says:
“Puffin are always on the look-out for new ways of encouraging children to read so we are looking forward to this exciting partnership as it will be a great way to reach children directly and introduce them to Roald Dahl’s books in a surprising, fun and engaging way.”
Ends
1. About Reading for Life
Reading for Life is a targeted social marketing campaign delivered by the National Literacy Trust. The campaign encourages those that are least likely to read through fun and innovative channels, from celebrities recommending ‘good reads’ to games based on rap and hip hop lyrics. Reading for Life aims to promote the benefits of reading and the enjoyment and pleasure that reading can bring to everyone’s lives.
Visit the Reading for Life website for reading tips, advice and great competitions at www.readingforlife.org.uk
The National Literacy Trust is an independent charity that transforms lives through literacy. We believe that society will only be fair when everyone has the literacy skills they need to communicate, to fulfil their potential and to contribute more to society. We campaign to improve public understanding of the vital importance of literacy, as well as delivering projects and working in partnership to reach those most in need of support.
To help us transform lives through literacy, you can make a donation. To find out how visit http://www.literacytrust.org.uk/support
National Literacy Trust is a registered charity no. 1116260, and a company limited by guarantee, no. 5836486. Registered in England and Wales. Registered address: 68 South Lambeth Road, London SW8 1RL. Tel: 020 7587 1842.
For more information about the National Literacy Trust and Reading for Life, please contact Anna Lindsay, National Literacy Trust Public Relations Officer on 0207 820 6256 or anna.lindsay@literacytrust.or.uk.
2. About Little Chef
The first Little Chef restaurant opened in Reading in 1958 - an 11-seater roadside diner. Over the past 53 years, it has become one of the best loved and most iconic British brands and currently has an estate of 162 restaurants.
Our Popham restaurant was named in the Good Food Guide 2010 & 2011.
Our Food
The Little Chef menu is focused on traditional British favourites with an emphasis on good quality ingredients and local provenance.
All of our fish is from sustainable sources.
All of our sausages are made from outdoor bred British pork.
All of our eggs are free range and we have recently been awarded the Good Egg Award from Compassion in World Farming, for using free range whole eggs across the entire estate.
The new restaurants
Popham re-opened in November 2008 and is located on the A303 West, Micheldever, near Winchester.
The York restaurant re-opened on 29th July 2009 and is situated at Steeton, near Tadcaster on the East-bound A64.
Kettering West re-opened on 4th August 2009 and is situated on the A14 westbound near Kettering.
3. About Puffin Books
- Founded in 1940 as a series of non-fiction picture books for children, today Puffin is one of the UK’s leading children’s publisher and best-loved brand in children’s books.
- The first Puffin story book to be published in 1941 was popular children’s classic, Worzel Gummidge. Since then thousands of Puffin titles have been published read and enjoyed by millions of children.
- The Puffin list today carries some of the biggest names in classic and current children’s publishing including Roald Dahl, Janet and Allan Ahlberg, Eric Carle, Lauren Child, Charlie Higson, Eoin Colfer, Rick Riordan, Jeff Kinney and Cathy Cassidy.
