SA convenience retailer On The Run launches stage one of full-scale rebrand
South Australia’s largest convenience retailer On The Run (OTR) is undergoing a rebrand unveiled the latest artwork to display as part of the company’s full-scale rebrand.
New signage, created by a designer from the state who is now part of the OTR marketing team, has been installed on its 122 stores, and marks stage one of a broader advertising and community campaign.
The key messages focus on discovering the OTR shop offer and feature a “simplified and modernised” logo on a bold black white and yellow colour scheme.
A statement from the retailer said it plans to spend more than $1 million on the new brand launch, which incorporates signage, advertising and sponsorship as well as a community digital initiative.
OTR chief operating officer Michaela Webster said: “We’re aiming for 100% brand awareness by the end of the year, and for clarity about our role in the lives of our customers as their top-up shop around the corner, around the clock.”
A spokesperson said OTR’s advertising campaign will run throughout the year and will include print, radio and outdoor, “with a heavy digital media component”.
“Community engagement and support will also be a focus,” they added.