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Maxol Returns To TV With New Multi-Platform Campaign

By Donna Ahern
Maxol Returns To TV With New Multi-Platform Campaign

Maxol, has returned to our TV screens with the launch of 'Bags More', an integrated marketing campaign.

'Bags More' will run across TV from today (28 August) and will also feature on radio, out of home (OOH), digital, PR and in-store.

According to the family-owned forecourt and convenience retailer, the ad was filmed at Maxol Rathnew as it is a 'particularly busy site.'

Created by Havas Dublin, with media by Zenith Media, the all-Ireland campaign will run across TV, Radio, Outdoor, Digital and in-store.

Directed by Jim Owen and produced by H2 Films, the TV and VOD (video on demand) commercial highlights Maxol’s great range, with a story of a young couple who drive to their local Maxol.


In addition to the two protagonists played by Brendan Quinn and Cate Russell, the 'Bags More' TV ad stars dog actor Jeffy, cast for his particular skill of barking on command.

Commenting on the campaign, Owen, said, "Casting was critical to the authenticity and humour of the ad and production company, H2 did a great job in filling these two central roles."

Bags More


In the film, the guy pops into the Maxol store to grab coffees, only to return to the car, much to his partner’s surprise, with ‘bags more’ than she expected, including cereals, bread, bin bags, wine, ice cream and fire logs.

Nikki Maguire, head of marketing, The Maxol Group, stated, “We worked closely with Havas to develop the new 'Bags More' campaign and the team responded to our brief brilliantly. 

"The new TV and radio ads are humorous and fun while also helping to reposition Maxol to be known as a convenience retailer, with bags more to offer beyond fuel." 

Brian Donaldson, Maxol, CEO, added, “This campaign is an important strategic milestone for Maxol, which follows a significant investment in our retail network of over €200 million in the last 10 years and sets out our ambition to be a leading convenience retailer across Ireland."

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