Independent JW Filshill, owner of the leading KeyStore convenience store brand and one of Scotland’s oldest food and drink wholesalers, has unveiled a new brand identity featuring a refreshed logo, new vehicle livery and revamped website.


Celebrating its 140th anniversary in 2015, the multi award-winning Glasgow-based company has invested heavily to overhauled its image and marketing strategy to reflect the current challenging marketplace with increased competition and ongoing price-cutting. Managing director Simon Hannah explained: “We’re operating in a dynamic market that has seen much expansion over the last few years with the larger supermarket chains opening their smaller, more local stores.

“If we are to maintain our market-leading position we have to continue to innovate and lead the way in our sector in order to remain competitive and continue to grow the business. Part of this revolves around how we market ourselves.”

Filshill, a Sunday Times Top Track 250 company which increased pre-tax profits to £1.3 million in the year to January 31, 2015 – up from £0.8m the previous year – also conducted comprehensive market research on the company, surveying staff, customers and consumers. “This confirmed what we already know – that our level of service is second to none,” said Hannah. “However, it also told us there is much room for improvement and no room for complacency.”

According to the research, Filshill’s particular strengths include the fact it is a family business. Another key point emerging from focus groups is the wholesaler’s high-profile position within the industry as a technological innovator. “These are both important selling points for us and we will continue to use them to our best advantage,” Hannah continued.

“While the research revealed that our customers are positive about Filshill and the KeyStore brand, and believe our marketing strategy is good, we know there is scope for improvement,” he said.

A new community campaign entitled We’ll Support You Ever More has also been launched to strengthen awareness of the KeyStore brand and enable both Filshill and its customers to give something back to the communities in which it trades. The wholesaler has initially joined forces with Education Scotland to collaborate with local schools in KeyStore neighbourhoods to provide a range of benefits.

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