Welbee's | We Are Family

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Welbee's Supermarkets | Rebrand & launch campaign

With 75 years of history and 4 supermarket brands under their belt, Retail Marketing needed a rebrand bringing together their former brands and locations under one, new brand.

With the team at BRND WGN, it was time to come up with a new name. Welbee's is short, sweet and easy to remember while hinting at a life well lived, with an approachable tone of voice and 'bee' as a reference to hard work and local produce - of which honey is a staple.

To launch the new Welbee's brand, we started off with a nationwide teaser campaign by introducing the 'W' of Welbee's and sharing our excitement about the soon-to-happen big change.

Then, we launched a new tagline. We are family tells the story of a local leader in the retail sector, proud of family ties and strong in the community, with a nod to the supermarkets' notorious attention to offering a dedicated and personable service, just as you would expect to find at your nearest corner shop.

To let the Maltese public know that many things changed, but the essence of the brand and the people behind it were the same, we crafted a Brand Manifesto displaying the retail group's history, milestones and values - signed by the group's leaders for an extra personal touch. The launch campaign involved more stages showing off the brand's USPs across online and offline channels, including billboards, print, social media and video.