Post Office is putting its parcel services at the forefront of a major new UK-wide marketing campaign, highlighting how the company has moved on from only handling Royal Mail deliveries to offer a host of different couriers, as it sets out to become the nation’s go-to destination for sending parcels.
“The Home of Parcels” has been created by Bray Leino and brings a straightforward message to the run-up to Christmas: Post Office offers a choice of couriers in one place – including DPD, Evri and Pacelforce – with the expertise to help people get their parcels on their way.
With huge competition in the market, sending parcels is now become far more complex, so the campaign centres on how Post Office’s multiple courier offering frees people from getting all tangled up in the choice, or the need to trek to multiple locations to drop off parcels when they could in fact, drop them all in one place at their local Post Office.
The campaign targets people sending parcels to friends and family, while also seeking to build greater relevance among marketplace sellers.
The activity is led by a film that follows the simple journey of a person dropping multiple parcels at her local Post Office. While other people she passes are tangled up with their own parcel sending worries, our chief protagonist glides past them all to simply and quickly hand all her parcels over the counter at Post Office.
Running until March 2027, the campaign combines activity to build awareness with performance media intended to turn consideration into parcel sends.
Fellow Mission Group agency Speed Communications is delivering a PR campaign aligned to the advertising, championing Post Office as ‘The Home of Parcels’ and the place to support every sender and every parcel. Carat is handling media strategy and buying.
Post Office marketing and digital director Amber Kirby said: “Post Office has always been the Home of Parcels, but not everybody knows that you get a real choice of couriers to send, collect and return with. It certainly is a case of one place, beats all over the place”
Bray Leino managing director Vicki Saunders added: “Briefs like this don’t come around very often so this was an exciting one. This work is all about reasserting Post Office’s position as today’s only ‘Home of Parcels’ by increasing awareness of their multi-courier services.
“Creatively, the activity dramatises how their simple and complete parcels service frees people from being stuck in the complexity of where, when and how to drop off multiple parcels. Distinctive and ownable, this creative forms one of a new series of campaigns redefining the role of today’s Post Office.”
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