Palmer & Harvey

Palmer & Harvey

Developing multiple retail brand platforms

Palmer & Harvey, the UK’s biggest delivered wholesaler, briefed Fogg to work on a number of branding exercises, from internal articulation across their UK sites to brand values and POS collateral.

In addition to the corporate brand work, Fogg also worked with P&H on their two symbol operations, Mace and Supershop.

Process

Briefed to create and deliver a recruitment campaign targeting new franchisees of convenience symbol group, Mace, Fogg devised the “not just a pretty fascia” campaign. The unique campaign was built around Mace’s proposition of providing business support beyond simply fascias and fit outs for their stores. Handled by Fogg, encompassing all creative, production and media planning and buying, the campaign included targeted advertising, direct mail and a unique micro-site.

Building on the success of the Mace project, Fogg created a new brand strategy and design for CTN symbol, Supershop. The major relaunch of the brand included a new identity, fascia, retailer and consumer offer. The new logo supported by the new strapline ‘your local hero’ highlights the important role played by newsagents in servicing their local communities.

Result

The Mace campaign achieved new levels of brand awareness, increased traffic to the website of 15% and improved conversions of franchisees, while the refresh of Supershop and supporting campaign saw increased footfall into the shops and an increase in expenditure per shopper.

"What I particularly enjoy about working with Fogg is their ability to create the space for us to think about what we are doing and how we’re going to do it. Always feeling that they are working ‘with us’ instead of ‘for us’ they allow us to explore new ideas and new media whilst ensuring we never miss the obvious in connecting with our customers."