01 March 11
Helping Biffa 'Go Green'
Consolidating a relationship spanning some ten years, we've recently completed phase one of an intensive repositioning project to rebrand Biffa as one of the UK's leading recycling businesses.
Following Biffa's recent acquisition of Greenstar UK, it was necessary to re-position the business in the eyes of Biffa's 70,000 commercial customers as well as the 23 local authorities and 900,000 homes previously serviced under the Greenstar UK brand. The exercise sees Biffa re-confirming its status as one of the largest recycling, collection and energy-from-waste providers in the UK.
The rebrand has been 12 weeks in the making, with the decision to retain the distinctive Biffa marque taken early on in the process. Switch's task has been to create positioning components and materials along with a full identity guidelines programme to ensure consistency of message across the business. The first above and below the line campaign, designed to ingrain the new message and positioning launches in March and rolls-out through the Spring.
Stephen Eldred, Founding Partner and Creative Director at Switch comments, "We've considered ourselves a Partner of Biffa for over ten years now. This critical exercise required the agency to demonstrate an understanding and knowledge of the business that can only be gained from such a long-standing relationship. We extracted every ounce of that knowledge equity to deliver a solution that truly encapsulates our client's proposition and vision.
"One of the key insights which we hit on very early in the creative process was to question the use of red as a key brand colour for a recycling company. Biffa has built up a strong visual brand by the use of red in its corporate identity, but going forward we could see this as a major threat in the company's ability to build a brand around the message of recycling. It was an interesting challenge that questioned the very essence of the existing brand identity, and the introduction of green into the visual branding system has been fully embraced by the stakeholders within the business. The sensitivity with which this now gets implemented is key to the success of the rebrand, as we roll it out across a number of different marketing interfaces."
Kristian Dales, Head of Marketing at Biffa states, "We value the benefits of working with a longstanding partner like Switch. They've always demonstrated an implicit understanding of our business and we knew we'd get great execution and a commitment to deliver. Internally, we're delighted with our new brand platform and look forward to measuring the results of our launch campaign, which I'm confident will endorse the fact that Biffa are now properly aligned with our customers' needs and expectations.
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