National wholesaler JJ Food Service has capitalised on the promotional power of its commercial vehicle fleet by selling graphic space on the rear doors to some of its largest suppliers, including a number of popular global drinks brands.
The advertising was added during the vehicles’ livery refresh by graphics specialists RGVA – a company that has long understood how vehicle graphics can help supply an additional revenue stream.
Omar El-Haj, Marketing Manager at JJ Food Service, says: “Many people don’t know exactly what we do or who we are, but they recognise our logo having seen it on the trucks, so it was obvious that our vehicle graphics were doing a fantastic job of promoting our brand. The next logical step was to sell some of that space to third-parties for advertising.”
Each JJ Food Service vehicle features company branding on the cabs and truck sides, with the rear door graphics sold to different suppliers. The vehicles primarily operate in central London from the company’s Enfield base.
“Each of the trucks are in the city for between six and seven hours a day, five days a week, covering around 50 miles a day. The number of people who see them is phenomenal, so the return on investment speaks for itself – the cost of a static billboard that offers similar numbers would be huge!” adds El-Haj.
RGVA’s skilled applications team initially fitted the new self-adhesive vinyl (SAV) liveries and adverts to 14 18-tonne Volvo FHs and 15 7.5-tonne Isuzu rigid trucks in JJ Food Service’s commercial vehicle fleet. The company owns every vehicle it operates and plans to re-brand more of its trucks with new liveries in 2018.
RGVA’s status as a 3M™ Select Gold Partner means JJ Food Service benefits from a three-year, 3M Matched Component System warranty, which guarantees the quality of the materials and their application. The liveries are applied using 3M’s versatile latex printed IJ180 vinyl and are printed using RGVA’s specialist HP370 printer, which ensures fantastic image definition for maximum visual impact.
RGVA worked closely with JJ Food Service to ensure minimal downtime during the fitting process, applying the graphics onsite at its Enfield depot. RGVA’s 3M Select Gold Partner status means that no matter the location, it works tirelessly to ensure that the application environment is dry, temperature-controlled and dust-free, guaranteeing the best possible results.
Founded in 1988 by Mustafa Kiamil, JJ Food Service now operates from a growing network of branches across the UK, offering both collection and delivery to its increasing customer base.
Notes to editor:
RGVA is a vehicle branding specialist with an expert team comprising advisors, managers, designers, printers and graphic technicians. The company is a Gold-tier 3M™ Select™ Graphic Specialist and an official distributor for Traxx®, the world’s most popular truck frame system for vehicle-based advertising. RGVA specialises in supplying decals, cut graphics, wraps and livery solutions to companies across the UK, working on vehicles ranging from cars and vans, to trucks, buses and coaches. The company is headquartered in Maidstone, Kent, with offices in York and Glasgow, offering full national coverage via a network of graphic technicians in fully-equipped RGVA-liveried vans.
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