Jet believes its heritage is one of its greatest strengths and so wanted to celebrate its 60th anniversary in style.
The oil company therefore devised a 12-month programme of activity with the aim of increasing footfall to its dealers’ sites; raising awarness of the Jet brand; engaging with customers via promotions; making staff proud to be part of the Jet brand; and demonstrating to its industry partners that it is committed to the future of the UK fuel industry.
Activity included a 1954 promotion where 14 prizes of £5,000-worth of fuel were given away; the launch of the Proud to be Jet service and standards programme; the introduction of a consumer-facing Facebook page; as well as charity events.
Jet has since declared the activity a ’resounding success’, saying that it fulfilled all its objectives. "We delivered a year-long initiative that raised brand awareness, supported our dealers, reached out to new customers and, overall, strengthened our petrol retailing operations," says a spokesperson.