Shell: Deli2Go

Deli2go, an own-label UK food brand from Shell sold in petrol stations, was lauched in January 2010. The category as a whole was being squeezed by the recession and rising fuel prices, conditions which usually cause disproportionate damage to forecourt foods.

Shell: Deli2Go

Agency: Blue Marlin

Client: ShellCategory: Brand Identity, Design and implementation costs over £100,000

Executive summary

Establishing a successful food and drink brand in the teeth of recession in a depressed sector with a poor reputation sounds like a series of insurmountable hurdles. The unmitigated success of Deli2go demonstrates that it can be done - even in forecourt food.

2010 was an annus horribilis for forecourt food, thanks to a combination of recession and rising fuel prices. Even when the economy is booming, forecourt food is more of a distress purchase, to satisfy an immediate...

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