Shell admits failings of garage food in tongue-in-cheek campaign

By Matthew Chapman, marketingmagazine.co.uk, Wednesday, 13 March 2013 08:00AM

Shell is acknowledging the poor reputation of garage food with a tongue-in-cheek campaign that promotes Deli2Go, its forecourt food range.

Shell: promotes Deli2go food range

Shell: promotes Deli2go food range

Shell hopes the upcoming activity, which features images of its freshly-prepared baguettes and handmade Cornish pasties, will make customers reassess its food offering.

Activity will be based around the strapline, "Proud not to serve garage food", and follows a "significant investment" its store formats last year.

Point-of-sale activity, created by Proximity launches this week and will include a newspaper rack announcing, "good food found at a garage". Posters will claim Shell bucks the trend by serving good quality garage food.

The campaign comes after Waitrose put on hold plans to roll out more of its outlets in Shell petrol stations following a pilot scheme. Environmental pressure group Greenpeace claimed the change in policy came as a result of its campaign attacking the partnership.

Rado Svec, convenience retail manager at Shell, said "no one else" has tackled the perception quality food cannot be found in service stations.

This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs