Mitchells & Butlers and JWT have produced a TV ad that shows how customers can create the meal they want at Harvester.The once popular Harvester chain has recently been reinvented as a salad and grill casual dining experience, serving cheap, healthy food.In recession-weary Britain, people are trying to save, but looking to eating out to disrupt the monotony of life. Harvester is the perfect solution: it’s affordable and you never need to have the same thing twice. That’s because the Harvester menu means you create the meal you want. You choose a main and customise it with sides, sauces and unlimited salad.Called ‘Junior Chef’, the ad takes viewers behind the scenes at a busy Harvester kitchen where a confident young customer takes on the role of head chef.Strutting though the busy kitchen, he brings to life the promise of getting the meal you want by taking charge yourself.

The idea continues on radio and in store, with the young chef becoming a brand icon on menus and posters.