BP Retail

Creating a global retail brand positioning to mobilise the global business for growth across the total fuel retail experience.

The global fuel market is becoming ever more competitive and ever more global as the big fuel players seek to create a distinctive proposition which they can truly own, whilst price pressure drives the category into an ever more commoditised place.

MEAT has worked with BP Retail to transform the brand and create a single common positioning which is being rolled out across the global retail network.

Starting in a deep phase of excavation both internally and using MEAT’s Consumer Mindscoping™ approach to deep consumer insight in three continents, we went on to crystallise the ‘More on Your Terms’ global positioning leading to the ‘Go Your Way’ global 360° campaign.

BP Billboards: Go Your Way

BP Retail
Courtesy of Ogilvy