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Shell concedes forecourt food is terrible


By John Glenday, Reporter

March 15, 2013 | 2 min read

Shell is undertaking one of the most challenging advertising campaigns in recent times by attempting to convince motorists that forecourt food can actually be palatable.

Conceding the widespread preconception of such fare is terrible Shell is attempting to shine a more positive light on their own forecourt food brand, Deli2Go.

Created by Proximity London the retail POS campaign will launch next week and will employ tongue in cheek humour and photography to accompany the strapline ‘proud not to serve garage food’.

Launched in 2010 Deli2Go has recently benefitted from a series of upgrades to its eateries and more upmarket fare including freshly prepared baguettes and sandwiches from their own award winning chef.

New messaging will encourage drivers to fill up their pumps and their stomachs with newspaper racks proclaiming ‘good food found at a garage – now there’s a headline for you’.

Shell's Convenience Retail Manager Rado Svec says “We understand that people don’t (yet) expect quality food from service stations. So we’ve done what no one else has and tackled that perception head on. Our honest approach acknowledges customers negative perceptions, challenges them and invites them to see and taste for themselves.”

Executive Creative Director, Caitlin Ryan at Proximity explains that "Confidence breeds confidence. Together Shell and Proximity have done the unthinkable. We've acknowledged customer preconceptions and then asked them to reappraise because the Deli2Go experience is so much better than they would think possible."


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