Lorry McLorry Face need not apply: Nisa launches community campaign to name fleet

By Scunthorpe Telegraph | Posted: 12 May 2017

SCUNTHORPE grocery retailing giant Nisa has launched a campaign to name its vehicle fleet, having been inspired by a young customer.

Schoolboy James Dawson is so fascinated with a Nisa delivery truck that the company took the amazing step of naming a vehicle after him.

The three-year-old has been mesmerised with the vehicle since he was a baby and doesn’t like to leave the house on a morning for nursery until the truck has made its daily delivery to his local Nisa store in Whittlesea.

James lives in the family home opposite the store and watches the truck making its routine stop.

His mum Felicity said: “Ever since he was a baby James has been fascinated with the Nisa truck. He’s not interested in any other lorries or vehicles – just this one. He can’t wait to see it turn up and check that it safely makes the daily delivery. He always gives the driver a big wave and lots of smiles too.

“As we live directly opposite the store, the driver usually manoeuvres his truck into position by coming nose to nose with our living room window. James used to peer out of his cot and watch what was going on and as he’s got older he can now just climb up on a chair and check that the delivery has arrived. He really loves to see the truck arrive before he heads off for nursery.”

This is the first time Nisa have named one of their delivery vehicles in somebody’s honour. The naming is the first in part of a nationwide community initiative to celebrate Nisa’s 40th anniversary this year. The aim is to recognise individuals from the communities that have supported Nisa’s independent retailer members over the past four decades.

It launches today, with a special web presence here, and is open to anyone to enter as long as they have a Nisa retailer nearby. There are more than 3,000 Nisa member stores throughout the UK and Nisa hope to name 40 vehicles before the year is out.

Felicity added: “James is going to be over the moon when he realises that the Nisa lorry has been named after him. We’ve kept it as a secret and he’s going to be absolutely thrilled to see his name on the truck cabin!”

Felicity approached Nisa last year to track down a toy version of the truck as a Christmas present for the besotted youngster. The company had a limited number of models available and offered to send one as a present for James.

“When James knew he was getting a Nisa lorry for Christmas he couldn’t contain his excitement. On Christmas Day it was the first present he opened after checking that Santa was definitely bringing one and it’s been his favourite toy ever since.”

Alex Rimmer, head of PR and communications at Nisa, said: "As James is such a superfan of the Nisa delivery lorry we decided it would be a nice touch to name it after him and a great way to kick off our Nisa name a lorry initiative to celebrate our 40th anniversary this year.  James has the potential to make a very dedicated Nisa driver himself one day! We hope that in naming the vehicle after him, we continue to make him such a happy young chap.”

Nisa retailers Jamie and Anish Keshwara also made a donation of £500 to James’ nursery as part of the day’s activity through their Making a Difference Locally fund.

Will there be a lorry with founder Dudley Ramsden emblazoned on it? We wait to see. 

MORE: Nisa back in profit and aiming for biggest and best year in a proud history

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