Reddy Express highlights its convenience in its latest campaign via Spinach

Spinach has created a campaign that showcases the convenience credentials of Reddy Express as the brand continues its transition from Coles Express.

The rollout of the Reddy Express brand began last year, and now, with most of the 670-plus stores across Australia rebranded, the campaign positions Reddy Express as the best choice in the highly competitive convenience store category.

The integrated Melbourne agency drove awareness and built brand recognition with the ‘Reddy for whatever you’re ready for’ brand platform. It puts the Reddy Express name front and centre with some fun and assurance that, whatever your situation, you can walk in, grab what you need and walk out with a smile.

Reddy Express, part of fuel and convenience retailer OTR Group, which operates a network of almost 900 stores nationwide offers customers award-winning coffee, snacks and high-quality food-to-go.

"With most of our sites now converted, this is the perfect moment to introduce Reddy Express – a brand that shows up for our guests with a commitment to making life easier every day," Andrew Egan, OTR Group General Manager – Marketing, said.

"The brief was clear, and Spinach understood the challenge from day one. The team has delivered a creative idea that brings the Reddy Express offering to life in an entertaining and memorable way."

The campaign, spearheaded by a 30-second TVC, features all sorts of people in a variety of circumstances having their very particular needs met by the Reddy Express range and service. It is also supported by OOH, digital video, social media and onsite content across the Reddy Express network.

"Reddy Express is about more than just a quick pitstop. The brand’s stores and products can create positive, even unexpected moments in your day." Spinach Executive Creative Director Dom Megna said.

"We want everyone to know that when you drive past a Reddy Express you can duck in and grab whatever you need, then leave with a smile."

CREDITS
Client: Viva Energy Retail
Andrew Egan, General Manager - Marketing | OTR Group
Joanne Brennan, Marketing Manager - Convenience | OTR Group

Agency: Spinach
Dom Megna, Executive Creative Director
Justin Groves, Creative Director
Jenna Tomkins, Senior Designer
Bambi Villacruz, Account Director
Paige Sobczyk, Account Executive
Susannah George, Producer

Production Company: Guilty
Director: Tony Rogers
Executive Producer: Jason Byrne

Editor: Tim Parrington
Sound: Paul Shanahan, Final Sound

Colourist: CJ Dobson

Online/Flame: Jamie Scott
Photography: Thom Rigney

Media: Hearts & Science

Social Media: Resolution Digital

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.