Coles Express becomes Reddy Express with brand transition and new campaign via Spinach

As part of the brand transition from Coles Express to Reddy Express, integrated Melbourne agency Spinach has revealed the first work for the fuel and convenience network.

In January, Spinach was appointed to help manage the transition from Coles Express to Reddy Express covering brand strategy, creative comms development and campaign production.

The overarching brief was to build a new personality and identity for the brand that connects with customers as well as tactical call-to-action campaigns that showcase the wide range of offerings people can find in their local Coles Express and Reddy Express stores.

Viva Energy Retail General Manager, Customer & Marketing, Andrew Egan said: “We needed to inject a healthy dose of personality and energy into the new Reddy Express brand, but continue to trade through in our stores, with limited disruption to our customers.

“Staying true to our core proposition while transitioning the brand was always going to be a challenge. However, we trusted that Spinach could deliver with speed and thoughtful execution, connecting with our customers on what’s important to them – quality, value and a positive experience to make their lives easier.”

The first campaign, created by Spinach, highlights the network’s signature $2 coffee offer drawing on research that suggests once people try it, they’re surprised at just how good the coffee is.

Set to drive trial of what could be Australia’s best $2 coffee, the creative has a fun and cheeky tone as the female lead is ‘teased’ by various people enjoying coffee as she walks through a Coles Express/Reddy Express site before realising the coffee is delicious and great value.

The second food-to-go campaign promotes the Reddy Express/Coles Express healthy and hearty lunch menu for people on the go. The Good Lunch Run takes people on the journey of needing to ‘refill’ as energy levels drop, before finding the way in-store to a range of fresh sandwiches and wraps.

The two campaigns will roll out across TV, out-of-home, digital, social and point of sale in all markets.

Spinach CEO Craig Flanders said: “We are thrilled to be working on the transition of such a significant piece of retail business. The opportunity to not only rebrand such a strong fuel and convenience network but also ensure customers keep coming through the doors was a challenge the Spinach team relished.

“From market insights to customer research and long creative sessions, the high-volume fast retail pace is something we are very familiar with, but we settled into a solid working rhythm with the Viva Energy Retail team right from the start and are delighted to see it resonate with their customers. We’re looking forward to Reddy Express becoming a household brand and helping to shake things up in the petrol and convenience category in the years to come.”

Client: Viva Energy Retail
Tracy Hammon – Head of Brand & Digital
Theo Papamanolis – Marketing Manager Food-to-Go
Vicky Fekete – Marketing Specialist Food-to-Go

Creative Agency: Spinach
CCO: Frank Morabito
ECD: Dom Megna
CD: Justin Groves
Account Director: Bambi Villacruz
Account Executive: Paige Sobczyk
Strategy Director: Glenn Myatt
Production Director: James Williams
Finished Art: Georgia Raynes-Greenow
Production: Spinach
1St AD: Will Gunn, Comma Films
Producer: Ayden Aramze, Comma Films
DOP: David Guest
Sound: Production Alley