VCCP delivers major push to rebrand Hermes as Evri

Hermes, one of the UK’s largest dedicated parcel delivery companies, has rebranded Evri and launched a major marketing campaign to tell the world.

Devised by VCCP London, the new brand campaign seeks to introduce a total revamp of the courier service, with media led by Mediacom.

Evri’s new brand strategy, visual identity and logo was created by WPP creative company Superunion with Wolfenden handling digital channels.

Designed to complement Evri’s expansion plans, the integrated campaign includes the company’s first ever TV ads and is designed to represent the transformation of Hermes UK – a business that has tripled in size over the past five years to become a £1.5bn revenue business. Evri delivers more than 700 million parcels for 80% of the UK’s top retailers.

The multi-million pound campaign launches with a 30″ film directed by Bafta nominee Charlotte Regan called ‘New Arrival’ created by VCCP London, centred around the relationship delivery drivers build with their customers.

The TV spot follows the story of an expectant mother and her husband as they move towards the birth of their child and beyond, setting out to remind the nation how personal the relationship is between delivery drivers and their customers. The relationship builds throughout the film and wraps up with the brand line ‘Evri delivery made for you’.

The TV spot will be further supported across VOD as well as online video, social and influencers, aiming for maximum awareness in order to land the new brand name across both Evri’s B2B and B2C audiences.

The activity has been closely aligned with the roll out of the new Evri branding, CRM activity and PR to maximise visibility across the brand’s multitude of touchpoints from day one. Media strategy, planning and buying has been orchestrated by Mediacom.

Evri head of marketing Sarah Taylor-Jones said: “Through close consultation with customers, couriers, partners and employees about what is important to them, we have arrived at an innovative and exciting new brand to serve the needs of the UK.

“As the UK’s largest dedicated parcel delivery company, delivering over 700 million parcels a year on behalf of many of Europe’s leading retailers including Next, John Lewis and Asos, we have increased our commitment to sustainability and more closely serving the needs of partners and customers.”