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Take it as red!

7th January 2008

The new look of the site is designed to appeal to a wide range of audiences and reflects the increasing range of recycling services as part of Biffa’s full service portfolio.

The site also sees the introduction of the new ‘Take it as red’ theme. So why ‘Take it as red’?

Biffa is clearly recognised and associated with the colour red within the waste sector and the company’s visual brand identity is unequivocally centred around the strong use of the colour. Biffa’s red vehicles and waste containers are a common sight on many UK high streets.

As Biffa looks to increase awareness of its capabilities within recycling as well as general waste collections, it intends to create real distinction within the marketplace. In doing so it recognises the value that the colour red has on its strong visual identity.

The 'Take it as red' strapline is designed to reinforce that. It recognises the companies association with the colour and allies this to a strong message of reliability and capability.

Keith Harper, Biffa Corporate Marketing and Communications Manager, said, "The sentiment behind the phrase is clearly one of assured confidence  ‘we will deliver’; ‘we will do what we say we will do’. And it is a message to the customer that above all, they can ‘Take it as red’ that their recycling and waste management requirements are in good hands with Biffa.

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