JJ Food Services uses livery refresh to sell promotional space to suppliers

Carol Millett
November 7, 2017


National wholesaler JJ Food Service has used its latest livery refresh to sell advertising space on the back of its trucks.

Twenty nine of JJ Food Services 380-plus fleet feature the firm’s branding on the cabs and truck sides, with the rear door graphics sold to a range of its suppliers.

Vehicle branding firm RGVA fitted the self-adhesive vinyl liveries to 14 18-tonne Volvo FHs and 15 7.5-tonne Isuzu rigid trucks at JJ Food Service's Enfield depot.

The company, which supplies the food industry from 11 depots across the UK, is planning to re-brand more of its trucks with new liveries in 2018.  

Omar El-Haj, JJ Food Service marketing manager, said: “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.”

He added: “Each of the trucks is 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.”



About the Author


Carol Millett

Carol Millett is an award-winning freelance journalist and currently a regular contributor to a variety of DVV Media titles including Motor Transport Magazine, Commercial Motor and Transport News.

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