Home Campaigns Maxol Offers Bags More in New Campaign from Havas Dublin

Maxol Offers Bags More in New Campaign from Havas Dublin

The family-owned forecourt and convenience retailer Maxol has rolled out a new campaign called “Bags More” to highlight the convenience, value and wide range of grocery products it offers to customers.

Created by Havas Dublin, with media by Zenith Media, the all-Ireland campaign will run across TV, radio, outdoor, digital and instore.

“This campaign is an important strategic milestone for Maxol and sets out our ambition to be a leading convenience retailer across Ireland,” says Brian Donaldson, CEO, Maxol.

Directed by Jim Owen and produced by H2 Films, the TV and VOD commercial tell the story of a young couple who make a pitstop at their local Maxol. In the film, a man pops into a Maxol store to grab coffees, only to return, much to his partner’s surprise, with ‘bags more’ than she expected.

According to Chris Upton, CEO Havas Dublin, “this campaign is the result of a brilliant partnership between everyone involved. From the evolution of the strategy to the fantastic creative, we look forward to seeing the Maxol retail brand grow from strength to strength.”

Adrian Fitz-Simon, ECD Havas Dublin adds: “Everyone was charmed by this script because of its singularity of message combined with a clever playfulness – it lands the brief perfectly, and Jim’s idiosyncratic style of direction was the perfect match.”

“We worked closely with Havas to develop the new Bags More campaign and the team responded to our brief brilliantly,” says Nikki Maguire, head of marketing, Maxol.

“The new TV and radio ads are humorous and fun while also helping to reposition Maxol to be known as a convenience retailer, with Bags More to offer beyond fuel.  We’re delighted to be back on TV after an absence of seven years with something that’s fresh and fun, and we’re confident that Bags More will resonate strongly with today’s busy, value-driven consumers,” she says.


Agency: Havas Dublin
CEO: Chris Upton
Executive Creative Director: Adrian Fitz-Simon
Art Director: Laura Lowry
Copywriter: Craig Babikian
Account Director: Simon Traynor
Production Company: H2 Films
Director & Offline Editor: Jim Owen
Executive Creative Producer: Keith Hutchinson
Executive Producer: Jack Armstrong
Production Manager: Bernie Costigan
DOP: Narayan Van Maele
Casting: Alex Fraser
Post Production: Windmill Lane
Colourist: Matt Branton
VFX: Mánus Goan
Post Producer: Vita Mak
Audio & Sound: Mick Creedon

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