Alfa Wholesale logo refresh

Thank you for providing a great service. I have been consistently impressed by your flexibility, patience, and hard work on delivering our multi-element campaign. You communicate well and have regularly gone above-and-beyond on our behalf. I can assure you this has not gone unnoticed, and that you have a very happy client.

Alfa Wholesale: branding, advertising, direct mail, website

In April 2012, Glasgow-based cash & carry operator Alfa Wholesale Ltd suffered a devastating fire that saw the business close for nearly a year. However, with characteristic grit and determination it rose from the ashes, bigger and better, to re-open in March 2013.

When planning its re-launch, understandably the company's insurers put pressure on Alfa to re-gain its customers and restore pre-disaster revenues as quickly as possible. The wholesaler's directors turned to Lathwell & Associates for help in working out its key messages, updating and unifying its visual identity and helping it to plan a strategic promotional campaign.

After working on a new brand identity - including a new slogan (Committed to You), suite of key messages and logo refresh - we then tackled the re-launch communications and promotional strategy. Instead of the requested costly and scatter-gun advertising campaign, we recommended a more targeted, more local but multi-faceted programme of activities that took Alfa's new brand proposition directly and persuasively to the people most likely to walk through its doors: local independent retailers, restaurants and caterers, plus Asian food specialists. And for a far smaller budget.

Alfa took a leap of faith in us and gave us just six weeks to design, copywrite, develop and project manage a new website with SEO, signage, adverts, stationery, two direct mail campaigns, a street drop, and a special offers promotion designed to build a database for future digital marketing activities.

Phew, what a challenge - and all from the other end of the country! But customers old and new have flocked back to this popular Scottish business, bringing its revenues almost to pre-disaster levels in just a year. The re-branding effort would appear to have been a wholesale success.