In a claimed first for the sector, Nisa has had 68 of its new distribution fleet decorated with full side liveries advertising the Heritage own-label range in a series of six 3D designs.
The new imagery aims to take advantage of the “relative lack of impactful vehicle designs on the road from competitor groups” and through the striking full side graphics hopes to drive consumer engagement with the Heritage range.
The newly-liveried lorries hit the roads last week.
The new lorry sides consist of six designs focussing on some of the key lines and product groups, including cereals, popcorn, coffee, fresh produce and burgers. There is also a generic range version, showing a variety of related Heritage products.
To mark the launch, a social media campaign has been launched which encourages consumers to look out for the Heritage branded lorries and asking them to tweet a photo with #ISpyHeritage, followed by where the vehicle was seen or to post the image via Facebook showing the same. The competition was also promoted via the Nisa consumer website – www.nisalocally.co.uk.
“We’re really proud of our Heritage own label range and so it is fitting that we now have such fantastic, stand out lorry side advertising to help get the message out about the quality of the products and the fun we have creating them,” said Erin May, Heritage brand manager at Nisa.
“The Heritage range is one of Nisa’s key USPs, offering a three tier own label solution, which is suitable for both symbol retailers and those trading through Nisa’s independent and specialist business unit. We hope 2016 will prove a successful year for Heritage, with a big push to drive brand awareness and sales.”
Last month Palmer & Harvery started advertising suppliers’ brands on vehicles in its fleet.