jw filshill new logo

Glasgow-based wholesaler JW Filshill has carried out an image overhaul and marketing strategy to maintain its competitive edge.

The food and drink wholesaler, which owns the KeyStore symbol, is introducing a new logo, vehicle livery and new websites for both JW Filshill and KeyStore.

Launched as part of its 140th anniversary celebrations, new marketing includes revamped promotional leaflets and PoS material. It will shortly stock a new Scottish food and drink sub-brand in KeyStore outlets.

The company’s family business credentials and technological innovations will also be given stronger focus as part of the new strategy.

“These are both important selling points for us and we will continue to use them to our best advantage,” said JW Filshill MD Simon Hannah. “While the research revealed that our customers are positive about Filshill and the KeyStore brand, and believe our marketing strategy is good, we know there is scope for improvement. The fact our research shows that none of our competitors stand out in terms of their marketing provides us with a timely opportunity to ramp up our own activity, particularly as at consumer level there is less awareness about KeyStore and few differentiating factors between the other c-store brands.”

A new community campaign has been launched alongside the rebrand collaborating with Education Scotland to support local schools in KeyStore neighbourhoods. We’ll Support You Ever More provides pupils with free water on sports day, football, hockey and rugby strips for local clubs, gardening projects in schools and a holiday feeding programme support to help 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.”