Spanish supermarket group, Eroski, hires Missouri Creative for brand makeover

Eroski, the Spanish supermarket group with over 1,000 stores, has appointed London-based Missouri Creative to develop a new look and feel for the brand, following a four-way pan-European pitch.

Eroski is Spain’s third largest supermarket chain, and the largest retail co-operative in the country. The company’s hypermarkets, supermarkets and city stores are located throughout Spain, notably in the Basque, Navarra, Galician and Catalonia regions as well as the Balearic Islands.

Missouri Creative is tasked with creating a complete, flexible communications style to be applied across every area of the brand’s communications – from the in-store environment to brochures, print collateral, corporate communications, advertising templates, eDM and digital media. The final work is expected to start rolling out to
consumers from February 2015.

Whilst the Eroski logo and ‘Contigo’ (‘Always with you’) strapline will remain unchanged, Missouri has developed a new creative platform – ‘Real Food, Real Stories, Real People’ – which will sit at the heart of the new communications style. Within this framework, Missouri has designed a new suite of playful brand icons, as well as new styles of illustration, photography, typography and colourways to convey a more human, story-led approach to the brand communications.

Stuart Wood, creative partner at Missouri, said: “Our approach is all about championing the real stories behind the
Eroski brand in a way that helps consumers see themselves in the brand. It’s not the shop or the company itself that is important to people – it’s the way Eroski can help them create a great family meal whilst following a healthy lifestyle. Those are the human stories which really matter and which our new communications style will bring
to life. Eroski is not the end result, it’s the means to great life experiences.”

Carolina Najar Mendivil, marketing director at Eroski, said: “We were attracted to Missouri because of the agency’s deep understanding of modern retailing and their work with brands such as Waitrose. In the pitch and since their appointment, they have come up with some fantastic creative concepts that really capture what we want
to do as a brand. We are very excited about working together to help bring Eroski’s brand promises and personality to life.”

This latest win caps a remarkably successful first 18 months in business for Missouri Creative, which was set up last year by ex-Fitch creative duo Stuart Wood and Paul Brennan. Other major new clients the agency has won since it launched include Foot Locker, The Absolut Company, Paddy Power, HTC, Phillips, Rank Group, RNLI and Waitrose. Around 85% of Missouri’s work is international and already, the agency has expanded to nearly 20 people in its Shoreditch studio.

Paul Brennan, creative partner at Missouri Creative, said: “There seems to be a strong demand for our mix of small agency agility and large agency experience from a lot of clients at the moment. Companies that choose to work with us know that they can always have direct access to top people, and we’re great believers in simple actionable strategy that leads to compelling creativity. It seems to be really hitting the mark with clients.”