Driving up the motorway the other day, I found myself behind a Davies International trailer like the one above. I was spellbound by their slogan – SuperCalibreFrigoLogisticsImportExportDavies. I’d love to know who came up with it. It’s not easy to remember correctly and I imagine it would be puzzling for non-native English speakers or those unfamiliar with the Mary Poppins soundtrack, but it has a certain cheesy charm – and it definitely stuck in my mind.
Like any child of the 80s subjected to long road journeys before digital devices existed for in-car entertainment, I grew up a practised spotter of lorries, car makes and roadside curios – we had a great collection of “I Spy” books! I’m pleased to see that the i-SPY series is going strong in the modern era – this one is designed for whiling away motorway journeys!
I specially loved the Eddie Stobart lorries with girls’ names on the front. The firm still names its tractor units – they’re inscribed in a relatively small typeface on the front and the side of the cab below the drivers’ door. Not so easy to read when you are driving, as I mostly am these days!
In the case of online grocery delivery trucks, there’s a direct consumer audience: strong messaging can be particularly useful when people see the vans in abundance in their local area – “aha, Morrisons now delivers here!” In 2020, few grocers have struggled to find an online delivery audience – but beyond Covid, the impact of having seen different brands on the road locally may well influence people’s choices. In my area, I have noticed Iceland vans delivering for the first time and it’s made me wonder if I should give them a try.
Ocado uses the rear of its vans to carry customer testimonials, which inspire confidence and give a personal feel. Supporting their recent partnership with M&S, they’ve also launched limited edition Percy Pig vans. Tesco has a great line in slogans that support its brand messages in the home shopping context – Freshly clicked; You shop, we drop; We deliver to your door (your fridge door).
Today, trucks offer a terrific advertising opportunity for brands and hauliers. Their large surfaces and high visibility routes allow prominent text and arresting images to be seen by thousands of people. There’s scope for more text than you might imagine, particularly for urban vehicles that stop and start often: if you’re sitting behind one, some on-van reading material can be welcome!
Tesco, Ocado and the like clearly have deep pockets when it comes to creative, comms and van livery. Tesco’s 2019 advertising budget was over £80m! I don’t know much about Davies International Transport, but I’d guess their above-the-line ad spending is small. Despite this, emblazoning SuperCalibreFrigoLogisticsImportExportDavies on the rear of their trucks has created a talking point. Well-chosen words, whether subtle or brash, aren’t only available to big brands. Cheeky outliers can make a verbal impact too.