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NEWS AMPOL IS BACK ON AUSSIE FORECOURTS The Ampol brand is officially back on Australian forecourts, with the opening of the first revitalised Ampol stores in the Sydney suburbs of Concord and Granville. According to Ampol, the store openings in late August mark an important step in the future of the company, showcasing its high-quality fuels and convenience retail offering under the Ampol brand for the first time. Ampol Managing Director and CEO Matthew Halliday says that while the revitalised Ampol looks a bit different to the Ampol of yesterday, the company’s values and proposition for customers remain the same. “Ampol remains a proud Australian company and customers can expect the same great customer service and high-quality products when they step into these stores, underpinned by our market-leading infrastructure and networks and commitment to playing a positive role in local economies and communities,” he said. “These first Ampol stores also bring to life our drive to be world class in everything we do and celebrate the best of our convenience offering through the Foodary and our unparalleled experience with premium fuels through our Amplify premium fuels range. “We know all our customers are excited by Ampol’s return and we look forward to welcoming Australians back onto Ampol forecourts as we roll out the new brand across the country.” The site openings mark the beginning of a national rollout of the Ampol brand across Australia, says the brand, which will see over 1,900 sites updated with Ampol branding over the next two years. Customers in Melbourne, Perth and Brisbane will see Ampol sites pop up in the coming months as the first 24 sites are rebranded by the end of 2020. An amplified fuel offering Earlier in August, Ampol unveiled its new premium fuels brand, Amplify, in partnership with the Red Bull Holden Racing Team. Mr Halliday says that Amplify brings to life the company’s longstanding experience developing a broad range of premium fuels tailored to local conditions. “Ampol’s knowledge and experience in fuel technology and global sourcing is unparalleled in the Australian market and the new Amplify brand and partnership with the Red Bull Holden Racing Team captures and celebrates our continued commitment to deliver the world’s best fuels technologies and high performance for all customers,” he said. 7-ELEVEN INTRODUCES NEW DIGITAL ADVERTISING 7-Eleven has installed full motion digital screens that are expected to “revitalise” the retailer’s advertising portfolio. Digital outdoor media company QMS Media is behind the new offering, Impulse, after securing the exclusive sales and marketing rights for 7-Eleven’s advertising portfolio six months ago. According to QMS, the Impulse product offering has evolved to provide brands with a level of transparency, accountability, immediacy, and creative flexibility not previously associated with this product. QMS Media CMO Sara Lappage says the company is excited to bring a refreshed and repurposed digital small format network to market, that delivers quality engagement and awareness far broader than its traditional P&C category remit. “Australians love to frequent their local 7-Eleven for everyday essentials, even more so in the current climate, and it is their position at the heart of local communities, that makes Impulse so effective,” she said. “With the benefit of audience measurement and verification, Impulse is proven as a cost-efficient small format opportunity to drive brand awareness and brand building across a range of categories and products. “With 91 per cent of Australians living within 5km of a 7-Eleven store and the ability to reach more than nine million contacts every fortnight, it is no wonder that brands such as Amazon, AAMI, Nissan and Optus see the power of a broadcast network that delivers recency, localisation and convenience at scale.” The QMS Impulse network is now live across 480 panels at 7-Eleven stores nationally. 14 CONVENIENCE WORLD SEP/OCT, 2020