Transition from Coles Express.
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 campaign is the latest instalment from Spinach following the agency’s appointment to help manage the transition.
The campaign positions Reddy Express as the best choice in a highly competitive convenience store category with more than 670 stores across Australia and is part of fuel and convenience retailer OTR Group.
The 'Reddy for whatever you're ready for' brand platform 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.
OTR Group general marketing manager, Andrew Egan, said that this is the perfect moment to introduce a brand that shows up for its guests with a commitment to making life easier everyday.
“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," Egan said.
Featuring a variety of people having their very needs met by Reddy Express, the campaign is spearheaded by a 30-second television commercial, supported by OOH, digital video, social media and onsite content across the Reddy Express network.
Spinach executive creative director, Dom Megna, said that 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.”
CREDITS
Client: Viva Energy Retail
Andrew Egan, General Manager - Marketing | OTR Group
Joanne Brennan, Marketing Manager - Convenience | OTR Group
Agency: Spinach
Dom Megna, Executive Creative Director
Justin Groves, Creative Director
Jenna Tomkins, Senior Designer
Bambi Villacruz, Account Director
Paige Sobczyk, Account Executive
Susannah George, Producer
Production Company: Guilty
Director: Tony Rogers
Executive Producer: Jason Byrne
Editor: Tim Parrington
Sound: Paul Shanahan, Final Sound
Colourist: CJ Dobson
Online/Flame: Jamie Scott
Photography: Thom Rigney
Media: Hearts & Science
Social Media: Resolution Digital
