Restaurant group Whitbread has signed up to use Kalliks internet-based digital brand management service.

It will use it to provide asset management for the images, graphics and complete documents for its PoS items, beer mats and menus.

The deal was set up by Fusion FSM, a consultancy that is partnering Kallik to offer its Interactive Creative Environment (ICE) service to the pub and restaurant market.

A second phase of the project will allow restaurants to call off customised materials with the artwork created on-the-fly to Whitbreads brand identity.

Fusion FSM is also in discussion with food distributor 3663 and Grey Archer, the UKs largest pub chain, which is owned by Nomura.

Kallik is talking to consultancies that can offer ICE to markets beyond its core packaging market including pharmaceuticals.

"One thing ICE throws up is the need for a lot of consultancies to understand a customers workflow," said director Neil Gleghorn.

* Kalliks sister firm, The Box Room, has appointed Dave Samworth as account manager for GlaxoSmith-Kline (GSK).

Story by Barney Cox