Deli2Go achieve high brand awareness and drive consumers into Shell Service Stations nationwide increasing overall sales.
There is a pre-conception that service station food and drinks are always a bit unappetising - dry/curling sandwiches that have been sitting around for days, to be avoided at all costs. Deli2go is a premium food and drink offering, exclusive to Shell Service Stations. Shell and Deli2go believe you shouldn't have to compromise on taste just because you're on the road - they offer a wide range using fresh, quality ingredients, with products restocked daily.
Tasked to create a campaign that would achieve high brand awareness and drive consumers into Shell Service Stations nationwide and increase overall sales of Deli2Go.
It was decided that 6 sheet truck rears would be the best format. Utilising this format over the flush rear meant that deli2go would get more volume for their budget, whilst retaining the long dwell time that a truck rear offers. Deli2Go have a high concentration of locations in Birmingham and Manchester so running the campaign nationally from depots in in these major cities ensured that the creative would spend the majority of the time on Great Britain's major road and motorway network, driving OTS through maximum cover whilst increasing frequency in these areas.
The Ads achieved uplift in sales and awareness as part of an integrated campaign.
Truck advertising is an extremely effective way to communicate to an audience on the move, offering longer dwell times (average 48 seconds) than standard roadside advertising and the potential to reach over 31 million monthly road users. Lorries travel the length and breadth of Britain for extended coverage, and it's also possible to match fleets to specific areas, hence it complemented the rest of the strategy (online, radio, print and in-store) perfectly.