23 May Ad:Dynamo vs Mr D
Mr Delivery SA has recently been rebranded, replacing the chef icon with a more modern symbol. One of our readers noticed the same device being used in the Ad:Dynamo logo and sent both logos in.
Your thoughts? What do you think of Mr D’s new direction?
UPDATE: Mr Delivery sent us some info about their rebranding –
Pledging to be bigger, better, faster, hotter, new Mr Delivery owners David Chait and Alon Rom are implementing their turn around strategy to make the home delivery service network a first choice for customers. Chait and Rom, acted quickly when they saw an opportunity to own the largest food delivery service in South Africa. With a huge logistics infrastructure already in place the pair knew that with hard work and an injection of new blood and ideas the possibilities for the underutilised brand were endless.
The company currently offers corporate sampling opportunities, where free samples are delivered along with customer’s food orders. Other innovations customers can look forward to are loyalty cards and instant win scratch cards. The Mr Delivery service model is being revolutionised and necessitated rebranding to show diversification and not be seen solely as a food delivery service.
M&C Saatchi Abel were tasked with developing and implementing an exciting rebranding campaign, the result was the old chef logo being publicly fired. Although the decision to change the logo has stimulated a lot of conversation and nostalgia it was required to show Mr D’s wide range of services and move away from food delivery only. The ongoing campaign overall received much publicity, particularly from online bloggers who were entertained by the unfolding ‘drama’ associated with the brand change.
A fun, tongue-in-cheek e-mailer, the very first electronic customer engagement for the brand, communicated the change. The result of which was overwhelming with Facebook fans increasing four-fold within a day. We opted for the universal ‘smiley’ emoticon which epitomises the pleasure of receiving fast, efficient service as well as showing our versatility to deliver more than just food. In this digital age where everything is abbreviated we are confident the Mr D logo and brand will become part of our culture”, said Rom.