Total rehires Euro RSCG to refocus retail offer

Total, the oil and gas company, is refocusing its retail marketing strategy in a bid to drive footfall to its forecourts in an increasingly competitive market.

The company has reappointed Euro RSCG KLP to drive retail-facing marketing activity for Total’s various brands, including its petrol brand Excellium, carwash service and in-store cafe Bonjour.

The appointment comes as food service in forecourt retailing becomes increasingly competitive, with coffee, sandwiches and hot food on the go becoming a strong driver of businesses and a reason for people to visit forecourts.

Total is present in around 150 countries. In Europe, it has a network of 11,134 retail stations in the UK, France, Belgium, the Netherlands, Luxembourg, Germany and Italy. Its main competitors are BP and Shell.

The retail marketing account is believed to be worth estimated £2m and was awarded to the Havas-owned agency following a pitch against several other undisclosed agencies.

The agency first won the account four years ago and has launched campaigns including the road safety initiative Little Learners and the Excellium See the Difference campaign aimed at cutting fuel consumption.