Deli by Shell had a serious perception problem. People assumed service station food was low-quality, last-resort stuff – certainly not something you'd choose to eat.
What if we celebrated the convenience rather than apologising for it?
We got the nation to embrace 'dining à la car' – positioning Deli by Shell as quality food for people on the move. The pitch-winning campaign across VOD, digital and social reframed service station eating as a lifestyle choice, focusing on quality and convenience without pretence.
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Me ©️✍️ 🖼️ Senior Creative
Chris Mick;efield ©️✍️ 🖼️ Senior Creative
Graeme Noble 🎩 CD
Mindseye 🚨 Production
TMW📍
Deli
by Shell
À la Car Dining