Coles Express rebrands, unveils launch campaign via Spinach

Coles Express has transitioned its branding to Reddy Express, with a launch campaign from Melbourne-based creative agency Spinach.

In January, the agency was appointed to manage the rebrand, covering brand strategy, creative comms and campaign production.

“We are thrilled to be working on the transition of such a significant piece of retail business,” said Craig Flanders, CEO of Spinach.

“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.”

The new work champions Reddy Express’ new personality and brand identity, aiming to connect with consumers with limited disruption. It showcases two main products available at Reddy Express stores – coffee and ready made food – in a fun and cheeky way.

“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,” Andrew Egan, general manager, customer and marketing at Viva Energy Retail, explained.

“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.”

Flanders continued: “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.

“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.”

The work is live across TV, OOH, digital, social and POS.


Client: Viva Energy Retail
Tracy Hammon – Head of Brand & Digital
Theo Papamanolis – Marketing Manager Food-to-Go
Vicky Fekete – Marketing Specialist Food-to-Go

Creative agency: Spinach
CCO: Frank Morabito
ECD: Dom Megna
CD: Justin Groves
Account Director: Bambi Villacruz
Account Executive: Paige Sobczyk
Strategy Director: Glenn Myatt
Production Director: James Williams
Finished Art: Georgia Raynes-Greenow

Production: Spinach
1st AD: Will Gunn, Comma Films
Producer: Ayden Aramze, Comma Films
DOP: David Guest
Sound: Production Alley


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