Ryder System, Inc. (NYSE: R), a leader in supply chain, dedicated transportation, and commercial fleet management solutions, announces the launch of its new brand awareness advertising campaign “Ever better – World of Logistics,” which highlights how Ryder’s e-commerce fulfillment, last-mile delivery, warehousing, transportation, and visibility technology solutions keep supply chains moving to consistently meet ever-escalating consumer demands.
“In an Ever betterT World of Logistics, consumers have access to the essential products and the brands that they rely on every day,” says Steve Sensing, president of global supply chain solutions for Ryder. “That means supply chains must keep innovating. They must be nimble and resilient to weather, market disruptions, and volatility. That’s what Ryder does for our customers and, now more than ever, as supply chains are feeling the impacts of the pandemic, we need to get the word out that Ryder can help.”
Historically known for its more visible commercial truck rental and leasing business, Ryder’s new brand campaign highlights the work the company does behind the scenes, optimizing supply chains for some of the world’s biggest brands. The campaign is the first in size and scope since 2014 when Ryder introduced its Ever betterT logo and tagline to communicate how outsourcing with Ryder improves supply chain and fleet performance.
The new Ever betterT World of Logistics campaign features 60-, 30-, and 15-second commercials for addressable and connected TV as well as display ads, paid search, a microsite, and downloadable content for targeted online audiences, and print advertising in top business and trade publications. The ads, shot on location at several customer facilities, are highly stylized and supported by an original score. The entire campaign, from ideation to execution, was created in-house by Ryder’s marketing team in less than two months.
“We needed to get our message out quickly. Supply chains are reeling from the pandemic, and Ryder can stand them back up and ensure they’re agile enough to respond to the next big disruption,” says Karen Jones, executive vice president and chief marketing officer for Ryder. “The challenge has been that, for more than 87 years now, people have seen our trucks on the road, and they think that’s all we do. The Ever betterT World of Logistics campaign is designed to give companies a glimpse behind the scenes to see how our people draw on Ryder’s decades of logistics experience and expertise, along with cutting-edge technology, to engineer and optimize some of the world’s most sophisticated supply chain networks. Who can tell that story better than our own customers and people?”
The television, digital, and print ads embody Ryder’s end-to-end warehousing, e-commerce fulfillment, last-mile delivery, transportation management, and logistics solutions. The advertising will feature headlines such as “Ever Moving,” “Ever Engineering,” “Ever Rolling,” “Ever Reaching,”
and “Ever Delivering.”
The Ever betterT World of Logistics campaign launched with digital ads on July 27, followed by television on August 1. The print campaign is slated for September. Running through December 31, the advertisements can be viewed in publications like The Wall Street Journal, The Washington Post, Bloomberg Business, Entrepreneur Magazine, as well as select logistics industry publications, and on cable, satellite, and streaming TV services, such as Direct TV and Amazon Firestick.