A makeover of South Australia’s largest local employer, On The Run (OTR), is set to provide a boost to regional economies and create 300 new jobs across the state.
The $2.5 million rebranding campaign comprises of new signage installed by local contractors at all of the company’s 122 stores around South Australia, new uniforms for their 2000-strong workforce, and an advertising and community campaign across tradition and digital platforms.
This is on top of the $50 million OTR plans to invest in redevelopment over the next year, which will create jobs in Renmark and Aldinga, as well as other locations.
“We’re aiming for 100% brand awareness by the end of the year, and for clarity about our role in the lives of our customers as their top-up shop around the corner, around the clock,” OTR Chief Operating Officer Michaela Webster said.
“With over 40 million transactions at OTR outlets a year, the majority of South Australians are shopping with us. The ease and convenience of the shopping experience we provide and the range and services we offer is striking a real chord within the community. People are starting to think and talk more about shopping with South Australian businesses also, which is great.”
OTR Chief Operating Officer Michaela Webster with Coffee/Chill Brand Champion Walid Moughelbay
The new logo the company has developed simplifies and modernises the original On the Run logo to the shorter OTR brand.
“As we move into the campaign rollout, we’re purposely enlisting the help of local agencies including Jamshop, Ikon Adelaide, The Distillery and Baker,” Ms Webster said.
“Our stores offer a range of products and solutions that are unmatched by our competitors and the business decisions are made by a team based at Norwood. That’s a very positive message to South Australian customers that we are keen to get out; we live and work in the community every day and know what locals need.”
OTR’s retail offering also includes other well-known brands on site including C Coffee, EAT, Oporto, Subway, Wok in a Box, Wendys and Chill.
“Saving time by using OTR is the central theme of our new brand campaign,” said Ms Webster. “South Australians love convenience and we use the time we save to spend with family and friends.”