WELL THAT WAS WILDLY UNEXPECTED

Wild Bean Cafe, the forecourt favourite fuelling drivers for over 25 years at bp retail sites, faced a perception problem. Despite serving freshly prepared coffee and high-quality food for decades, many drivers passed it by, dismissing forecourt food and drink as low-quality.

Our challenge was to provoke customers into reappraising Wild Bean Cafe, reframing it as one of life’s pleasant surprises.

The Disruption

People discovered that Wild Bean Cafe was much better than they thought. So with a clearly branded and quirky new positioning, we embraced humour, wit, and a little self-deprecation to jolt people into taking another look.

In a category where assumptions run deep, we leaned into scepticism instead of ignoring it. Petrol station cafés are rarely associated with quality, so rather than shy away, we tackled these preconceptions head-on.

Running across OOH, Audio, Social, ad vans and in-store activation, we’ll be reaching Wild Bean Cafe’s target consumers wherever they are, even on in-car navigation systems - now that’s wildly unexpected.