Geometry Global Launches Brand Campaign for Pass My Parcel

Geometry Global and Pass My Parcel have launched a national brand campaign for the UK’s pioneering same-day click and collect service, showcasing shopkeepers as unsung heroes.

Currently partnered with Amazon, Pass My Parcel allows people to pick up Amazon deliveries at 3,300 local convenience stores up and down the country – hailing an end to waiting in for delivery or collection from neighbors and sorting offices.

Pass My Parcel briefed Geometry to develop a full brand architecture across the product cycle, leading to the launch of this integrated brand campaign to drive awareness, usage uplift and brand consideration in a category that traditionally acts as facilitator.

The campaign, which comprises outdoor, digital [including Amazon.co.uk], social and supporting content, focuses on local shopkeepers as the community cornerstone, now more helpful than ever by accepting deliveries for customers. The work celebrates community champions with recognition they deserve: a hero make-over.

To achieve the striking look and feel, shopkeepers were photographed in their own stores, then placed against bright, colorful backgrounds with playful comic book motifs. Our first “unsung heroes” come from Slough and surrounding area.

Commented Sarah Todd, Geometry Global CEO, “More and more brands recognize that convenience plays a large role in determining the purchase decision. Historically, consumer relationships with delivery category brands are non-existent; they’re often just corporate facilitators. Thanks to Pass My Parcel you can collect your deliveries when it’s convenient for you and support your corner shop at the same time. It’s a transformative shopping experience.”

“The campaign developed with Global Geometry celebrates the simple insight that a community-focused, personal brand would inspire people to buy into Pass My Parcel. The campaign is making heroes of our local shopkeepers, bringing online shoppers back to the local shop and helping make life a little bit easier for today's shopper,”  added Pass My Parcel Strategy & Business Development Director, Louise Ryan.

Geometry Global landed the business in a three-way pitch earlier this year.