Shell partners with Jamie Oliver to launch new food range


Shell and Jamie Oliver have joined together to offer great food on the go. They appointed creative agency, HRG (UK), to help bring bigger and better choice to over 500 of Shell’s service stations across the UK.

Beginning with a strategic approach to range naming, HRG brought both parts of the relationship together as Jamie Oliver deli by Shell – cleverly connecting the pre-existing Jamie’s Deli and deli by Shell brands. By combining white and grey marble, a fresh light blue and natural foodie colour palette, a bold striped deli-style pattern, characterful journey-line illustrations and strong typography – the agency created a refreshing visual identity.

HRG called upon their experience to carefully translate this across multiple specialisms to create a coherent identity afnd guidelines. The midlands-based agency has designed around 100 packaging skus, point of sale, brand literature, staff uniforms and a trusted food space that’s being installed at Shell’s service stations – creating a deli retail environment with white materials contrasted against bold blue-striped walls, striking back-lit branding, natural wood finishes and bright digital screens.

With their sights firmly set on launching the new range, the studio worked with Jamie Oliver’s editorial and art teams to conceive a campaign platform and a messaging approach that unified the flavour of Jamie’s tone of voice with references to drivers on-the-go. HRG commented that they loved the sentiment that great food and great journeys go hand in hand – “A new direction, for food on the go. Fast-track to flavour, delicious combos. We’ve taken it up a gear, fresh ideas & tasty twists. From A to BLT, it’s all good.” – and that alongside their art directed photography of Jamie and tasty food, they made for an attention grabbing forecourt campaign.

To promote the launch they’ve also scripted two engaging radio adverts – one featuring drivers tucking into and enjoying great food which they say ‘sounds’ lovely and a second featuring a tempting forecourt announcement: “Would the customer at pump number 6… fancy some big flavours, fresh ideas and tasty new combos?”

Alongside this HRG have created Shell’s UK internal communications platform for food that engages staff and retailers at all levels, focusing on the why behind the collaboration – helping customers to Eat Well, Go Well, wherever it is they’re heading.

The project was lead throughout by Neil Watts, Creative Director at HRG, who said: “we worked hard to fast-track a brand new range from a blank sheet of paper to service stations, in just seven months. What a great journey. It’s been a pleasure to work in such close collaboration with Jamie Oliver and Shell, who are both passionate about helping busy people eat well on the go. We like to think of ourselves as the tasty filling in a delicious sandwich. And we’re definitely great food fans.”

Amanda Glaser, Fuels & CR Campaign Manager at Shell Retail UK, says “HRG have successfully delivered their strategic and creative vision, using their vast experience to bring our shared brand purpose to life across a number of internal and external platforms. They have been the lynchpin between both brands and as a result we now have a wonderfully engaging customer offer. Their expertise and continued support throughout has been exemplary.”

Zoë Collins, Chief Content Officer at the Jamie Oliver Group, says “This is a very exciting launch for us and Shell. It’s been such a pleasure to work with the team on this project. From A to… HRG, they’ve been brilliant and really helped us to set the beginning of a new direction for food on the go.”

The new product range has just launched at Shell service stations, across the country. Find out more about the partnership here.

*All products are subject to availability. Bigger, better choice – when compared to previous deli2go range or other previous food offering.