The Sauce - 12/03/2024

By Ashleigh Morris, our Content and Comms Lead.

Welcome to ‘The Sauce’ – your dollop of marketing news from the past week.

This week we’re talking about Just Eat’s new ad campaign, Rangemaster’s rebrand, and Toolstation’s sponsorship strategy.?

Did Somebody Say Just Eat

Online food delivery giant Just Eat has launched a new ad campaign ‘The Joy in Everyday’ to highlight its range of services. While best known for takeaway delivery, the new ads focus on the brand’s everyday services such as grocery delivery, breakfast and lunch.??

The campaign consists of nine 20-second video clips which will feature across TV, VOD, radio, social media and YouTube. The creative features woodland creatures taking part in humorous family situations, with Just Eat coming to the rescue. They were designed and made by Arch Model Studio, famous for Wes Anderson's Fantastic Mr Fox and Isle Of Dogs.

Created by McCann London, the campaign aims to reposition Just Eat as an app that provides everything, such as breakfast, lunch and groceries, in addition to a weekend treat.

I love these new ads – from a content perspective, the woodland characters will stand out in people’s minds, and the family scenarios are humorous and relatable. The execution is perfect – the ads are short, snappy and memorable.

Just Eat have identified a gap, and recognised that they are known for delivering takeaways for weekend treats, rather than being front of mind in the day-to-day lives of their customers. They’ve created a humorous campaign to address this and reposition the brand.

We talk a lot about the importance of identifying your target customers, and this campaign demonstrates this perfectly, with the customer personas seen in these characters in situations that the target audience will identify with.

We’re currently working with many clients to focus their marketing on loyalty and retention, in order to increase spend from existing customers, as a cost-effective way of increasing turnover and profitability.

Need help repositioning your brand or identifying your target audience? Drop me an email on [email protected].?

Rangemaster’s Rebrand

Iconic British cooker manufacturer Rangemaster has revealed its new logo and brand identity. The update reflects a multi-million pound investment in the company’s Leamington Spa factory, and its strategy to support its retailers.

The company said the new logo is part of an evolved narrative ‘Everyday Inspired’, focusing on customers’ cooking, culture and lifestyle. The factory investment will support ‘next generation’ construction across its range. The new logo includes the line ‘Made in Britain’, reinforcing the company’s position as the UK’s number one range cooker manufacturer.

I knew just who to ask for an honest opinion on the rebrand so I sat down with Mark, our Art & Digital Director, to get his thoughts on the new logo. He said: “Rangemaster’s logo has been around for many years and has adorned the front of their cooker ranges, heavily stamped and embossed onto the front. It signalled quality, durability and timelessness just like their product offering.

“The new logo feels very modern and has been dramatically cleaned up to appeal to perhaps a younger client base and new ranges. It feels similar to Land Rover and other brands who have gone for this simplified typographic approach, and it fails to acknowledge the brand’s history.”

Well, that’s us told!

We’re seeing many brands re-visit their logos recently, with Tate & Lyle causing a stir when they updated their 141-year-old logo for Lyle’s Golden Syrup.

The challenge is for brands to bring their branding up to date for a new audience, while (as Mark said) ensuring that they don’t lose their distinctiveness and history.

Want to know more about how we could help you update your logo and brand identity to meet customer needs? Contact Mark on [email protected].?

Toolstation Renews its Sponsorship of ‘The Men’s Room’

Toolstation has renewed its sponsorship of talkSPORT podcast ‘The Men’s Room’.

The tools and building supplies retailer announced that it has renewed its sponsorship for the new season hosted by former England footballer Neil ‘Razor’ Ruddock and TV personality Thomas Skinner.

The podcast covers diverse topics from mental health and addiction to sport, and encourages men to open up, providing space for them to talk about the issues that affect them.

The announcement follows research from Toolstation which found that 69% of tradespeople believe looking after your mental health is very important, yet 33% think there is not enough support available.

It’s fantastic to see Toolstation tapping into sponsorship to promote their brand, while also highlighting these important issues. We’re always encouraging both B2B and B2C clients to consider their target audience, and Toolstation have identified their customers and found a platform that is likely to resonate with them, while also conducting research to ensure they support something close to their brand values.

Have you considered how you could use sponsorship to tap into your target audience? Contact me to discuss how Awesomesauce Marketing could support your marketing plans: [email protected].?

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Same time next week? In the meantime, you can check out previous editions of ‘The Sauce’ here.?

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Contact us [email protected] to find out how we can support your business.