The sign-written vans travel around South Wales each day, making deliveries to the company’s customers. Each one features a large image of one of the company’s products on each side together with a brand logo for either Lewis Pies or The Lewis Bakery. However, the main focus of attention is on back of the vans, which carry the three main brand logos as well as a pun-based visual and catchphrase, showing individual products in a different light.
Wilf Lewis, managing director for Lewis Pies, explained: “The vans are white and provided us with the prefect opportunity to highlight both the variety and quality of the products we produce at our Swansea base. Many people don’t realise that as well as savoury pastries produced under the main Lewis Pies brand we also make bread and cakes under the Lewis Bakery brand. It also seemed a good chance to remind people of our award-winning Wilfreds range of pies, which we have worked on the recipes for with local chef Michael Knight.
“At the same time, we wanted to give the individual vans an identity, to make them stand out on the roads and to get across something of the company’s ethos. So we came up with the idea of doing something a bit more fun on the backs. Lots of the ideas for the slogans came from members of our staff and a designer then translated the ones selected into the graphics you see on the vans now. My favourite is the ‘Here be Dragons’ pasty, because my children love it. We’re very pleased with the way they have turned out and hope that they catch the eye while out and about. Our plan is to regularly change the routes each van runs on so that eventually they will have been seen across the whole of our van sales area.”
The vehicles are leased through Days Fleet, which worked closely with Lewis Pies to ensure that the vans were not only competitive on price, but to also ensure that they offered excellent fuel economy and improved CO2 emissions.
The Ford Transit vans have been acquired on a contract hire agreement with fixed monthly payments and maintenance services.
“We were very impressed with how Days Fleet approached our fleet requirements. They have over 25 years of experience of managing vehicle fleets, enabling us, as a business to continue focusing on our key priority – our customers,” added Lewis.
