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.”