Kestrel / Jet

AJD were appointed to launch the forecourt retail outlets of Jet Garages throughout the UK, under the brand name of Kestrel.

Research was carried out that proved the shops appealed to four different market segments. Some positioned on major roads targeted the motorist, others acted as convenience stores to the immediate neighbourhood, others were mini- supermarkets and some sold the very basics. Thus four sub brands were created, Shop on the Move, Village Store, Super Shop and the Kestrel Kiosk.

A corporate identity was created for the four brands and the Kestrel bird was used to link with the main brand. We also saw the bird having tremendous potential in portraying the outlets as offering fast service. We chose billboards as the main media, which were carefully selected to be close to the various outlets. The bird also lent itself to scores of promotional items and leaflet drops to inform the immediate vicinity about the goods on offer.

Was it successful? We will never know, as the parent company decided to sell it to a large supermarket chain, right at the time of the launch. We think it would have been a winner, but then we would say that, wouldn't we?

Outdoor