Cape Town-based Hamilton's Advertising has been appointed as the creative agency to handle all marketing activities for the new convenience store-format recently launched by Chevron SA, in conjunction with Fruit & Veg City, called Freshtop at Caltex. As brand architects for the new initiative, Hamilton's will be responsible for the above-the-line advertising.
Hamilton's Advertising has been handling the Fruit & Veg City account for the past twelve years, and has worked closely with the retailer in developing the creative concept behind the new Freshstop at Caltex stores. The agency played a decisive role in the layout of the new stores, with the design team being tasked with creating stylish and modern interiors to complement the wide selection of food offerings.
The new format was introduced to improve Caltex's existing StarMart stores, providing customers with a fresh and modern convenience offer. These next-generation, stop-shop-and-go outlets give South African motorists and commuters an unmatched selection of fresh produce and ready-made meals.
