24/05/2011
Harkess-Ord to roll out new Z brand for former Shell New Zealand network
“We are very confident that Harkess-Ord will help us deliver re-branded sites that we can be proud of and service stations which we are confident New Zealanders will respond to because they have been tailor made to deliver what 17,000 people said they wanted from a New Zealand energy distribution company”
Mike Bennetts, CEO Z Energy
Following the purchase of Shell New Zealand’s retail network of 220 Service Stations and 94 Truck Stops by the NZ Superannuation Fund and Infratil, the decision was made to re-brand the network with a new Kiwi name and Brand: Z Energy. The move signifies the change to a New Zealand company with local shareholders, and a new customer experience and offering. Following the launch of the new brand earlier this month, Harkess-Ord has been appointed to project manage the full roll out of the new ‘Z’ identity (pronounced ‘Zed’), beginning with ten pilot sites. Once the customer offer has been reviewed and refined, the entire network will then be re-branded, which is set to be the largest brand implementation program seen in New Zealand for over a decade.
The program will be run from Harkess-Ord’s Auckland office with site surveys, design schemes and engineering design all well under way. The ten pilot sites will be implemented over the next 3 months.
Harkess-Ord’s Kiwi Group CEO, Graeme Ord said: “I am absolutely delighted to be working with Z on this hugely significant program and to be able to bring our global experience to the implementation of a new world class Kiwi brand throughout New Zealand”.