Daily's
Creating and launching a consumer brand and store environment
First Coast Energy operates premium convenience stores throughout Florida. Daily's, a brand and store concept Burdette Ketchum created for First Coast Energy, are adjoined to spacious new Shell gas stations to create a powerful co-branded offering. First Coast Energy charged Burdette Ketchum not only with creating a new c-store chain, but creating demand for it.
After months of planning with the client, talking to consumers and immersing in the c-store segment, Burdette Ketchum created the Daily's brand—naming, positioning, brand development, product and service concepting/naming, and an actual store environment and floor plan design. It was a turnkey creative project built specifically in response to what consumers wanted: a nicer store, a nicer brand. Burdette Ketchum's "It’s Nicer Here" positioning strategy and launch promotions quickly established Daily's reputation as the region's preferred new convenience store.
The Daily's store concept continues to be a huge success for First Coast Energy. The stores have exceeded initial projections and have become synonymous with quality, cleanliness and innovation. The brand, store design and promotions have been fundamental to that success.