Coles Express becomes Reddy Express with brand transition by Spinach

19 June 2024
 

Creative Agency: Spinach Advertising

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Supported by two new campaigns.

As part of the brand transition from Coles Express to Reddy Express, integrated Melbourne agency Spinach has revealed the first work for the fuel and convenience network.

In January, Spinach was appointed to help manage the transition from Coles Express to Reddy Express covering brand strategy, creative comms development and campaign production.

“We needed to inject a healthy dose of personality and energy into the new Reddy Express brand, but continue to trade through in our stores, with limited disruption to our customers," Viva Energy Retail GM, customer & marketing, Andrew Egan said.

“Staying true to our core proposition while transitioning the brand was always going to be a challenge. However, we trusted that Spinach could deliver with speed and thoughtful execution, connecting with our customers on what’s important to them – quality, value and a positive experience to make their lives easier.”

The overarching brief was to build a new personality and identity for the brand that connects with customers as well as tactical call-to-action campaigns that showcase the wide range of offerings people can find in their local Coles Express and Reddy Express stores.

The first campaign, created by Spinach, highlights the network’s signature $2 coffee offer drawing on research that suggests once people try it, they’re surprised at just how good the coffee is.

Set to drive trial of what could be Australia’s best $2 coffee, the creative has a cheeky tone as the female lead is ‘teased’ by various people enjoying coffee as she walks through a Coles Express/Reddy Express site before realising the coffee is delicious and great value.

The second food-to-go campaign promotes the Reddy Express/Coles Express healthy and hearty lunch menu for people on the go. The Good Lunch Run takes people on the journey of needing to ‘refill’ as energy levels drop, before finding the way in-store to a range of fresh sandwiches and wraps.

The campaigns will roll out across TV, out-of-home, digital, social and point of sale in all markets.

Spinach CEO Craig Flanders said the opportunity to not only rebrand a strong fuel and convenience network but also ensure customers keep coming through the doors was a challenge the Spinach team relished.

“From market insights to customer research and long creative sessions, the high-volume fast retail pace is something we are very familiar with, but we settled into a solid working rhythm with the Viva Energy Retail team right from the start and are delighted to see it resonate with their customers," he said. 

"We’re looking forward to Reddy Express becoming a household brand and helping to shake things up in the petrol and convenience category in the years to come.”

 

Credits:

Client: Viva Energy Retail

Tracy Hammon – Head of Brand & Digital

Theo Papamanolis – Marketing Manager Food-to-Go

Vicky Fekete – Marketing Specialist Food-to-Go

 

Creative Agency: Spinach

CCO: Frank Morabito

ECD: Dom Megna

CD: Justin Groves

Account Director: Bambi Villacruz

Account Executive: Paige Sobczyk

Strategy Director: Glenn Myatt

Production Director: James Williams

Finished Art: Georgia Raynes-Greenow

Production: Spinach

1St AD: Will Gunn, Comma Films

Producer: Ayden Aramze, Comma Films

DOP: David Guest

Sound: Production Alley

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