Turning food-to-go into good for you

Challenge

It was time to shake off the perception that all service station food is unhealthy. Our challenge involved taking Shell on a new journey to re-position themselves in customers’ minds. After undertaking in-depth insight, we set the right tone and design style to communicate deli2go health and wellness – Shell’s new smarter eating range of food to go products.

Solution

We started by gaining an insight into what would drive consumers to go for deli2go. Aligned with our strategies for brand positioning, communications, tone of voice and activations, it helped us to go down the right creative pathway – first time. With informed choices of imagery, feel-good benefit-led messaging and a fresh friendly tone of voice, it led to the creation of powerful concise communication. In addition, it steered the development of attractive fixture designs – making it easy for customers to navigate and select from the smarter eating menu and specific meal deal items. All of this combined to deliver a positive brand impression with the desired results.

5

Key occasions

75

Products with completely new packaging

7

Different touch points

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