Cash Generator rolls out new look and campaign with BJL

Cash Generator has revealed its new look store fronts, created by BJL, with the redesign promoted through a TV and press campaign.

The ‘Buy it, sell it, CG it’ campaign strapline and modernised logo will run across TV, print and stores in order to raise brand awareness.

BJL had been tasked to increase brand advocacy among existing customers and consideration with new target audiences, as the company looks to move into its next phase of growth.

Allan May, managing director at Cash Generator, stated: “Already benefitting from a strong resonance and relationship with our core customer base, our work with BJL needed to focus on strengthening and updating the brand with modern market conditions in mind, something we believe BJL was able to capture perfectly. With a new brand energy rolling out across stores, website, TV ads and across the national press, we’re pleased to be in a position to continue providing our existing customers with a valuable service, while being able to reach out to potential new customers able to benefit from engaging with the brand.”

The TV ads have been set to target Channel 4, ITV, Channel 5 and Sky TV, while the national press campaign featured ads in The Sun, The Daily Mirror and The Daily Star.

Nicky Unsworth, CEO at BJL, added: “With considerable time and energy currently being applied across the agency to understanding post-recession consumer behaviour, our focus on delivering creative campaigns with real commercial impact is something we were keen to place at the heart of our work with Cash Generator. Cash Generator already has a strong presence and loyal customer base across the length and breadth of the country, a fact which played an important part in our strategy to ensure the brand remained front of mind against the backdrop of a rapidly changing sector.”

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