Deli2go – Rebranding and Repositioning

Let’s raise a glass and a bacon sarnie to the power of research. The key insight here was that while people didn’t dislike a Shell sausage-roll once they’d tried it, they didn’t trust the quality of food across the whole forecourt category. They basically thought garage food was garbage. So we decided to tackle the problem head-on. Our strategy of disarming honesty really caught the public’s attention – and drove a 50% increase in food sales across all Shell stations.