Wildstone progresses with Motor Fuel Group deal

Mar 16, 2026 | Industry News

D6 screen installed by Wildstone at an MFG owned site in Wednesbury West Midlands scaled e1773226570301 Wildstone progresses with Motor Fuel Group deal

Wildstone moves forward with Motor Fuel Group’s digital OOH deal

Wildstone has announced plans to begin the digitisation of hundreds of classic out-of-home assets as part of a strategic partnership agreement with Motor Fuel Group (MFG), the UK’s largest independent forecourt provider.

MFG is the nation’s fifth-largest retailer by number of stores, having completed a £2.5bn acquisition of 337 Morrisons petrol stations in April 2024.

Wildstone has now been selected as MFG’s exclusive partner for digitising both large and small format DOOH for MFG’s 1,200+ petrol stations, including the Morrisons portfolio.

The first new digital six-sheet (D6) screen went live in October 2024, and since then a further 252 D6s have been installed.

The agreement represented Wildstone’s first partnership with a major forecourt provider, along with building upon its existing portfolio of more than 3,000 OOH assets across the UK.

Wildstone has partnered with media owner i-media, a leader in motorway Out of Home advertising, to operate the screens.

Danielle Finch, business development director for Wildstone, said: “We are delighted to secure this unique opportunity to partner with a group of MFG’s calibre and scale, and to have navigated a complex process to deliver an industry-leading network for our media partner i-media.

“The first stage of our partnership has been extremely successful, delivering outstanding results for all parties, and we’re excited to continue this progress with the digitisation of MFG’s existing OOH assets alongside their recently acquired Morrisons portfolio.”

Tom Butcher, estates manager for Motor Fuel Group, said: “The Wildstone team made the process extremely simple for us, working closely with our internal teams to ensure smooth delivery and rapid rollout of the network. We’re excited to expand the partnership by integrating and digitising our existing OOH assets to future-proof our forecourts with the latest technology.”