We always find it astonishing when brands neglect to make use of the marketing opportunities right in front of them. Many spend a fortune on media but forget the powerful channels freely available to them that could be optimized. Think front-line staff, shop fronts, forecourts and vehicles. McCarthys, on the other hand, is a brand fully in the know, having built their brand on the back of their famous yellow vans.
A huge asset in their marketing armory, McCarthys’ vans were the first place we focused when the wholesale provider approached us in 2013 to look at developing a formal brand strategy. We quickly decided that the instantly recognisable yellow should inspire a broader visual identity.