• by Fern Siegel , 5 hours ago

The UPS Store has a new national campaign, highlighted by Blu, its first brand character. 

Friendly and supportive, Blu helps small-business owners navigate the challenges of running a business. 

The new creative by Doner Advertising runs across broadcast television, digital, social and print throughout the coming months. The goal is to illustrate the local expertise and resources the more than 5,500 UPS stores can provide.

Ads are here and here.

"Creating a brand character today requires more than memorability. It has to deliver meaning. Blu was developed from real customer and franchisee insights to reflect the support system small business owners need most. The character gives us an engaging way to speak to a range of business owners, while delivering targeted messaging for every stage of growth," David Demuth, executive chairman, DonerColle Partners, told Agency Daily.

In addition, Blu will be featured with Aidan Hutchinson of the Detroit Lions in new spots created by Paramount Media Labs, Paramount Advertising’s branded content studio. 

The majority of UPS Store locations are locally owned and operated by franchisees.

Doner’s roster also includes Stellantis, Meijer, Captain D’s and Ice Mountain.