Designed to be humorous as well as resonate with customers of the minor damage paintwork repair franchise, the new branding will be used in all ChipsAway marketing activities, including a new TV campaign and website.
Headlines for the campaign include ‘Do they make shopping trolleys out of magnets?’, ‘That kerb wasn’t there last time’ and ‘Daft place to put a bollard’.
Ella Pugh, ChipsAway head of marketing, explains: “The range of excuses for paintwork damage we’ve heard as a network got us thinking and although we’ve launched using a set of three, we have big plans for developing and extending the campaign with many more excuses that we know our customers will identify with.”
The strapline ‘Like it never happened’ has been introduced to emphasise ChipsAway’s quality workmanship, according to the company, as well as reassuring customers ‘We don’t judge, we just fix it’.
Ella adds: “The latest artwork and branding overhaul will help us stand out even further in consumers’ minds and gives us a real point of difference in the marketplace.”