Shell is launching a tongue in cheek marketing campaign which slags off ‘garage food’ in an effort to show how its own forecourt brand Deli2Go is so much better.
Launching next week, the new retail POS campaign, created by Proximity London, challenges customers to reassess, around the strapline, “Proud not to serve garage food”.
Shell launched Deli2Go in 2010 and overhauled its stores in 2012, with the aim of raising standards of forecourt food.
The new messaging starts out by the roadside, tempting customers as they fill up at the pumps and is further developed as they come in to pay. The newspaper rack announces, ‘”Good food found at a garage”, now there’s a headline for you’ while in-store posters tell read ‘Garage food is not on our menu, although you are at Shell and we do serve food’.
Shell convenience retail manager Rado Svec said: “We understand people don’t (yet) expect quality food from service stations. So we’ve done what no one else has and tackled that perception head-on. Our honest approach acknowledges customers negative perceptions, challenges them and invites them to see and taste for themselves.”
Proximity executive creative director Caitlin Ryan adds: “Confidence breeds confidence. Together Shell and Proximity have done the unthinkable. We’ve acknowledged customer preconceptions and then asked them to reappraise because the Deli2Go experience is so much better than they would think possible.”
Related stories
Proximity nets Oxfam digital task
Caitlin Ryan takes top Karma job