The Huddersfield-headquartered company will handle all Whitbread's brands, such as Premier Inn, Beefeater, Brewers Fayre, Taybarns and Costa Coffee.

Printed items will include marketing material, point of sale, menus, signage, direct mail, operational print and merchandise.

In addition, Adare will be responsible for managing Costa Coffee's Loyalty Member database and application process.

Steve Ueckermann, executive director of outsourced solutions at Adare, said: "We are extremely pleased to have the opportunity to build a long-term relationship with Whitbread.

"Adare has invested significantly to truly evolve our model and are delighted that the unique combination of our consultative account management interface and the incredible power of our P2 procurement engine has moved us ahead of the field to secure this contract."

Paul Clutton, head of procurement at Whitbread, added: "We have been through one of the most exhaustive procurement processes I can remember to ensure that we engage with the right marketing services organisation moving forward.

"In Adare we believe we have found an ideal partner. Aside from its technology and completely open approach to procurement, the engagement of their on-site team with our marketers was absolutely critical in our decision."

Adare declined to comment on the exact value of the contract or its length.