CHEP
Brand development and cross-business communications support to drive global growth
CHEP is a member of the Australian-based Brambles Group, and is a leading global provider of pallet and container pooling services for the Aerospace, Automotive, Chemical, Consumer Goods, Fresh Food and Manufacturing industries. Instantly recognisable across the supply chain sector for its famous blue pallets, CHEP puts sustainability at the heart of its business processes.
During our relationship with CHEP, the Upp team has supported a global rebrand, delivering a full range of digital, print and experiential marketing support. We have produced videos to drive sales and designed and supported trade exhibition activity to bring the brand experience to life.
Our brief
“We need to communicate the new level of simplicity that we offer, as the environment in which we operate can be really complex. We need to actively simplify our interactions and communications with our customers even further. We also need to convey that we are more than just a commodity supplier of wooden pallets.”
- We were asked to communicate a new global market proposition based around ‘creating simplicity’ for customers, in terms of understanding where CHEP could bring wider value to their supply chain model.
- Building CHEP’s brand presence at key sector events to communicate their broader service offering to targeted audiences was a key part of our initial brief.
- We also stepped outside of the pure ‘marketing zone’ to re-imagine and create key elements of CHEP’s service process such as paper and online invoicing to bring focus to the simplicity messaging.
Our brief
“We need to communicate the new level of simplicity that we offer, as the environment in which we operate can be really complex. We need to actively simplify our interactions and communications with our customers even further. We also need to convey that we are more than just a commodity supplier of wooden pallets.”
- We were asked to communicate a new global market proposition based around ‘creating simplicity’ for customers, in terms of understanding where CHEP could bring wider value to their supply chain model.
- Building CHEP’s brand presence at key sector events to communicate their broader service offering to targeted audiences was a key part of our initial brief.
- We also stepped outside of the pure ‘marketing zone’ to re-imagine and create key elements of CHEP’s service process such as paper and online invoicing to bring focus to the simplicity messaging.
Creative proposition execution
“Clear benefit messages, delivered simply.”
- We highlighted and stressed the distinction between an industry being complex, yet CHEP’s solutions not needing to be over-complicated. For example, “Pooling as a concept is complex, but CHEP can guide customers as a result of their experience and expertise to make the seemingly complicated, simple.”
- We communicated the brand messaging through various communications channels including video.
- We also created internal engagement messaging to rally the workforce around the new ‘simplicity for the customer’ proposition.
Creative proposition execution
“Clear benefit messages, delivered simply.”
- We highlighted and stressed the distinction between an industry being complex, yet CHEP’s solutions not needing to be over-complicated. For example, “Pooling as a concept is complex, but CHEP can guide customers as a result of their experience and expertise to make the seemingly complicated, simple.”
- We communicated the brand messaging through various communications channels including video.
- We also created internal engagement messaging to rally the workforce around the new ‘simplicity for the customer’ proposition.
Exhibition support to launch CHEP’s new brand proposition.
“Big, bold, fresh and contemporary. A way for us to tell the audience ‘This is not just a pallet’.”
- The CHEP marketing team chose a key industry trade exhibition to launch the new brand proposition to market.
- We created a bespoke 60 sqr metre stage with multiple entry points, multiple focal points and conversation areas.
- We created impactful walls as back-lit canvases that could tell CHEP’s brand story.
- Large interactive displays, fixtures and product stands allowed the on-site reps to create conversations that would broaden understanding of CHEP’s broadest service offering amongst stand visitors.
Exhibition support to launch CHEP’s new brand proposition.
“Big, bold, fresh and contemporary. A way for us to tell the audience ‘This is not just a pallet’.”
- The CHEP marketing team chose a key industry trade exhibition to launch the new brand proposition to market.
- We created a bespoke 60 sqr metre stage with multiple entry points, multiple focal points and conversation areas.
- We created impactful walls as back-lit canvases that could tell CHEP’s brand story.
- Large interactive displays, fixtures and product stands allowed the on-site reps to create conversations that would broaden understanding of CHEP’s broadest service offering amongst stand visitors.
The delivery: Tools and invoices
“Invoices and price lists are complicated. With good design, they cannot only be simple, but can generate more enquiries.”
- We completely overhauled CHEP’s paper invoices to separate a visually-informative overview from the rest of the the detail.
- We then took some of this thinking and redesigned CHEP’s online invoice, taking advantage of the extra dimensions and impact that current web technology can offer.
- Estimations of pricing can be complex for the customer. We completely redesigned a price-finding tool that would simplify and speed up this process so they can get to a purchase decision with ease.
- This simple visual and content structure overhaul has had big impact on CHEP’s ordering process.
The delivery: Tools and invoices
“Invoices and price lists are complicated. With good design, they cannot only be simple, but can generate more enquiries.”
- We completely overhauled CHEP’s paper invoices to separate a visually-informative overview from the rest of the the detail.
- We then took some of this thinking and redesigned CHEP’s online invoice, taking advantage of the extra dimensions and impact that current web technology can offer.
- Estimations of pricing can be complex for the customer. We completely redesigned a price-finding tool that would simplify and speed up this process so they can get to a purchase decision with ease.
- This simple visual and content structure overhaul has had big impact on CHEP’s ordering process.
Kind words
“It’s been great working with the guys from Upp B2B. We’ve been working together for just over a year now and we’ve worked on a lot of different activity and campaigns. Some have been quite quick turnaround, but the guys are always really flexible and quick off the mark to get things done. You can see from stuff we’ve done, especially at IMHX – the stand looked fantastic! We’ve produced some really good videos and I’m looking forward to working on some exciting campaigns in the near future with the team.”
Marketing Manager, CHEP
Ready to start your journey Uppwards?
If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.
Ready to start your journey Uppwards?
If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.