Fuel and convenience retailer, Coles Express, is transitioning its brand across to Reddy Express and launched the first two campaigns revealing its new branding and communications approach.

The brand overhaul is being managed by the integrated Melbourne agency, Spinach, which was appointed in January to oversee the transition, including brand strategy, creative comms development, and campaign production.

Spinach’s brief was to build a new personality and identity for the brand that connects with customers and to create tactical call-to-action campaigns showcasing the offerings in Coles Express and Reddy Express stores.

Viva Energy Retail General Manager, Customer & Marketing, Andrew Egan, emphasised the need for a balance between the new and the old.

“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,” he said.

Two campaigns have been created by Spinach. The first highlights the network’s $2 coffee offer, aiming to drive trial of the coffee. The second promotes the Reddy Express/Coles Express healthy and hearty lunch menu for people on the go. These campaigns will be rolled out across TV, out-of-home, digital, social and point of sale in all markets.

Spinach CEO, Craig Flanders, expressed excitement about 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,” he said.

“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.”

Shell Coles Express and Reddy Express combined are one of Australia’s largest fuel and convenience retailers, with over 680 stores across Australia and over 4,800 team members.