Integrated Melbourne agency Spinach has created a campaign that showcases the convenience credentials of Reddy Express as the brand continues its transition from Coles Express.
The rollout of the Reddy Express brand began last year and now, with most of the more than 670 stores across Australia rebranded, the campaign positions Reddy Express as the best choice in the highly competitive convenience store category.
To drive awareness and build brand recognition, Spinach created the ‘Reddy for whatever you’re ready for’ brand platform. It puts the Reddy Express name front and centre with some fun and assurance that whatever your situation, you can walk in, grab what you need and walk out with a smile.
Offering customers award-winning coffee, snacks and high-quality food-to-go, Reddy Express is part of leading fuel and convenience retailer OTR Group which operates a network of almost 900 stores nationwide.
Andrew Egan, OTR Group General Manager – Marketing, said: “With most of our sites now converted, this is the perfect moment to introduce Reddy Express – a brand that shows up for our guests with a commitment to making life easier every day. The brief was clear, and Spinach understood the challenge from day one. The team has delivered a creative idea that brings the Reddy Express offering to life in an entertaining and memorable way.”
Featuring all sorts of people in a variety of circumstances having their very particular needs met by the Reddy Express range and service, the campaign is spearheaded by a 30-second TVC, supported by OOH, digital video, social media and onsite content across the Reddy Express network.
Spinach Executive Creative Director Dom Megna said: “Reddy Express is about more than just a quick pitstop. The brand’s stores and products can create positive, even unexpected moments in your day. We want everyone to know that when you drive past a Reddy Express you can duck in and grab whatever you need then leave with a smile.”
The campaign is the latest instalment from Spinach for Reddy Express following the agency’s appointment to help manage the transition. The scope of work includes brand strategy, creative comms development and campaign production.
