CHICAGO -- Watch for fresh takes on two major convenience-store retailers’ advertising as they change creative agencies to better position their brands for consumers.
Here are details of each chain’s new strategy …
7-Eleven Inc. has selected Deutsch as its lead creative agency of record. It has shifted the 7-Eleven brand to a new creative agency to support its ongoing efforts to cater to changing customers’ needs, said Laura Gordon, 7-Eleven vice president of marketing and brand innovation.
“The challenge is to stay one step ahead of our customers, offering the products they want, when and where they want them,” she said. “We have to speak with one voice across all of our agencies with complete integration to meet the customers’ quickly changing demands.”
Deutsch will be responsible for collaborating on marketing strategy, brand positioning and creative campaigns to promote 7-Eleven and its proprietary products, such as Slurpee and the 7-Select private label.
The move consolidates the retailer’s advertising into one shop for creative content across all channels, including traditional media outlets, in-store messaging and social and digital.
New York-based Ketchum, which has supported the account since 2008, retains the public relations side of the business for 7-Eleven, which includes national and regional efforts.
This request for proposal (RFP) “was about identifying agencies with the ability to turn customer insights into breakthrough creative. Deutsch and Ketchum have proven track records telling brand stories that connect with customers,” Gordon said.
Camelot, Dallas, will continue to be 7-Eleven’s strategic media planning and buying agency.
Based in Irving, Texas, 7-Eleven operates, franchises or licenses more than 61,000 stores in 17 countries, including 10,900 in North America.
Wawa Inc. has selected Harmelin Media as Wawa’s media agency of record.
Harmelin will be responsible for various media channels including TV, radio, out-of-home, digital channels and sports sponsorships.
“We are looking forward to working with Harmelin Media in continuing our growth and supporting the Wawa brand,” said Lisa Wollan, head of consumer insights and brand strategy for the Wawa, Pa.-based c-store chain.
“We look forward to delivering results and continuing to innovate for Wawa through new and strategic media formats,” said Mary Meder, president of Harmelin Media, Philadelphia.
Wawa has more than 730 c-stores, more than 500 with fuel, in Pennsylvania, New Jersey, Delaware, Maryland, Virginia and Florida.
Get today’s need-to-know convenience industry intelligence. Sign up to receive texts from CSP on news and insights that matter to your brand.
CSP’s Top 202 details the largest chains in the convenience-store industry and the biggest M&A stories of the past year. Welcome to a deep dive into the c-store landscape.
Category sales performance in Beverages, Candy, General Merchandise, Packaged Food/Foodservice and Snacks.
The industry’s largest distributors by sales volume
Corporate retail news affecting the convenience-store industry
The latest information on products and trends in the convenience-store and foodservice industries.
Peek inside new convenience stores to uncover the best in retail store design across North America.