KeyStore brand owner plans new Scottish food and drink sub-brand and revamps full marketing strategy
GLASGOW-based delivered wholesaler and KeyStore symbol group brand owner JW Filshill has celebrated a big birthday by revamping for the future.
As it hit 140 years old the firm unveiled a new brand identity, a new logo, new vehicle livery and revamped website.
And the firm says the changes to its appearance reflect changes to marketing strategy to respond to increased competition and ongoing price-cutting and follows market research on the company, surveying staff, customers and consumers.
Managing director Simon Hannah said the results had shown the firm’s level of service was second to none, that its status as a family business was a strong point and that it was seen as a technological innovator but had also shown there was room for improvement.
A new community campaign called We’ll Support You Ever More has been launched in a bid to strengthen awareness of the KeyStore brand and to enable Filshill and its customers to give something back to their communities. In one of the first programmes the wholesaler has joined forces with Education Scotland to collaborate with local schools in KeyStore neighbourhoods to provide a range of benefits including: free water at school sports days; sports strips for schools and local clubs; school tree planting and gardening projects; and a holiday feeding programme to support the most vulnerable children.
“We’re confident that KeyStore retailers will really get behind our new community campaign as it will boost their standing in their own community as well as enhance the KeyStore brand as one that sits at the very heart of local communities across the country,” said Hannah.
The company is also redeveloping its promotional leaflets and point of sale material and will shortly unveil its own Scottish food and drink sub-brand in KeyStore outlets.
“We’re also redeveloping our social media platforms and will continue to update both our Filshill and KeyStore websites,” Hannah said.