Jamie Oliver deli by Shell

Jamie Oliver deli by Shell


Shell and Jamie Oliver have joined together to offer great food on the go. Looking for as many fresh ideas as you’ll find in their products, collectively they appointed us to creatively bring bigger and better choice* to over 500 of Shell’s service stations across the UK.

As lead UK creative agency for Shell and with us having worked strategically on consumer insights for Shell’s UK convenience retailing business, we were in a great position to take up the challenge. We put dedicated creative and account teams in place, with our Account Director Sarah Wood co-ordinating the many varied work streams.

Beginning with a strategic approach to range naming, we brought both parts of the relationship together as Jamie Oliver deli by Shell – cleverly connecting the pre-existing Jamie’s Deli and deli by Shell brands. By combining white and grey marble, a fresh light blue and natural foodie colour palette, a bold striped deli-style pattern, characterful journey-line illustrations and strong typography – our studio created a refreshing visual identity that packed a punch, as a reflection of the clean food that’s full of big flavour.

We called upon all of our experience to carefully translate this across multiple specialisms to create a coherent identity and guidelines. Our team has designed around 100 packaging skus, point of sale, brand literature, staff uniforms and a trusted food space that’s being installed at Shell’s service stations – creating a deli retail environment with white materials contrasted against bold blue-striped walls, striking back-lit branding, natural wood finishes and bright digital screens.


With our sights firmly set on launching the new range, we worked with Jamie Oliver’s editorial and art teams to conceive a campaign platform and a messaging approach that unified the flavour of Jamie’s tone of voice with references to drivers on-the-go. We loved the sentiment that great food and great journeys go hand in hand – “A new direction, for food on the go. Fast-track to flavour, delicious combos. We’ve taken it up a gear, fresh ideas & tasty twists. From A to BLT, it’s all good.” – and alongside our art directed photography of Jamie and tasty food, they made for an attention grabbing forecourt campaign.

To promote the launch we’ve also scripted two engaging radio adverts – one featuring drivers tucking into and enjoying great food which they say ‘sounds’ lovely and a second featuring a tempting forecourt announcement: “Would the customer at pump number 6… fancy some big flavours, fresh ideas and tasty new combos?”.

Alongside this we’ve created Shell’s UK internal communications platform for food that engages staff and retailers at all levels, focusing on the why behind the collaboration – helping customers to Eat Well, Go Well, wherever it is they’re heading.

The project was lead throughout by Neil Watts, our Creative Director, who says “we worked hard to fast-track a brand new range from a blank sheet of paper to service stations, in just seven months. What a great journey. It’s been a pleasure to work in such close collaboration with Jamie Oliver and Shell, who are both passionate about helping busy people eat well on the go. We like to think of ourselves as the tasty filling in a delicious sandwich. And we’re definitely great food fans.”

Amanda Glaser, Fuels & CR Campaign Manager at Shell Retail UK, says “HRG have successfully delivered their strategic and creative vision, using their vast experience to bring our shared brand purpose to life across a number of internal and external platforms. They have been the lynchpin between both brands and as a result we now have a wonderfully engaging customer offer. Their expertise and continued support throughout has been exemplary.”

Zoë Collins, Chief Content Officer at the Jamie Oliver Group, says “This is a very exciting launch for us and Shell. It’s been such a pleasure to work with the team on this project. From A to… HRG, they’ve been brilliant and really helped us to set the beginning of a new direction for food on the go.”

The new product range has just launched at Shell service stations, across the country.

* All products are subject to availability. Bigger, better choice – when compared to previous deli2go range or other previous foo

Jamie Oliver deli by Shell

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