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02 Jun 2016

Maxol reveals new national TV ad campaign

Leading forecourt convenience retailer, Maxol, has announced the official launch of its new TV advertising campaign. The campaign entitled ‘Little Girl’ aims to highlight the quality and uniqueness of the customer experience at Maxol and the company’s ethos of being ‘at the heart of it’ in the community.

The launch of the TV ad is at a time when the company is at the height of a rebrand project, which commenced in 2012 and has seen a total investment of €7,500,000 to take the brand image to a whole new level.

The TV ad will run across Ireland and Northern Ireland TV channels and follows the story of a local young girl Anna, who, before entering the Maxol station is feeling downcast having lost a match. Her experience at the Maxol station and its onsite Moreish café and the conversations she has soon turns her mood around and she leaves the station with her spirits lifted.

Commenting on the launch of the new ad campaign, Fergal Harrington, Maxol’s Group Brand Development Manager said:

“We felt that the creation of a TV commercial was the natural next step for us in terms of timing, having invested very heavily in the business image since 2012. It’s about ensuring we keep momentum going in building brand awareness and we believe our commercial ‘Little Girl’ clearly shows the audience the journey we’ve been on. The story of Anna is a relatable story for us all and will really connect people to our brand. We’re very pleased with the outcome, as are our retailers and I’m sure our customers will be.”

Donal O’Dea, Creative Director at Owens DDB, the company behind the creative commented:

“With Maxol positioning itself at the heart of the community, our objective was to try and find a way that emotionally connected that promise to the audience. We’ve managed to do that with a lovely little girl called Anna and her journey through the store, where after a tough day, everyone makes her feel a little bit better. That’s what Maxol is all about.”

The ad, which was filmed at Maxol Dublin Road, Dundalk and directed by Dermot Malone of Banjoman Films, is being supported by POS material on display in Maxol forecourts, which use a selection of visuals from the campaign. The launch campaign will also be supported by in-store radio, social and digital.

The ad will run from 1st June across RTE1 and 2, TV3, TG4 and UTV Ireland as well as Sky Media channels, C4, C4+1, E4 and More4. In Northern Ireland, the ad will feature on UTV and C4.

For a first look at the ad, check out Maxol’s Facebook page: or website at


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About the Maxol Group

  • The Maxol Group was established in 1920 by William McMullan.  The 4th generation of the family are Company Directors.
  • Maxol makes a significant contribution to the economy on both sides of the border and markets a comprehensive range of oil and petroleum products to the Irish Market, through their Retail, Fuel Card and Lubricants divisions.
  • The Maxol Group had an annual turnover of €640m in 2015.
  • The company employs directly and indirectly more than 1,000 people across the island of Ireland.
  • Maxol has been investing and expanding in recent years and currently has a network of 227 service stations, of which 104 are company owned.
  • The new food brand Moreish – Fresh Food at Maxol was launched in 2014 and is currently in 31 Maxol service stations and growing.  It won ‘Best Oil Company Initiative’ at Ireland’s Forecourt & Convenience Awards 2015.
  • In 2012 Maxol was voted Retailer of the Year by UTV Business Eye Awards in Northern Ireland.
  • Maxol was voted the most reputable oil company in Ireland for four consecutive years between 2012 to 2015 by Corporate Reputations independent survey.

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