Kum & Go Targets 'Snaxperts' With Summer Campaign

Retailer hoping to engage, incentivize customers

WEST DES MOINES, Iowa -- Kum & Go LC has launched a summer campaign to attract snacking experts whose two main summer food groups are snack foods and fountain drinks--dubbed "snaxperts" by the West Des Moines, Iowa-based convenience store chain.

"Snaxperts are those who know Dr Pepper tastes even better when you use a Twizzler for a straw," said Kum & Go senior vice president of marketing David Miller. "Snaxperts also have discovered the pleasure of chasing Reese's Peanut Butter Cups with orange soda. Snaxperts will pair a maple bacon donut with a Nuclear Energy drink just because they can."

During the summer digital campaign, which runs June 1 through Aug. 31, snaxperts can submit photos of their most imaginative snack food/beverage combinations on Facebook, or with hashtagged images on Twitter and Instagram. Customers also will be invited to collect a $1 store coupon by completing an easy quiz to learn what type of snaxpert they are: Classic, Curious, Explorer, Pioneer and Supreme Master. They can visit www.kumandgo.com/snaxpert to take the quiz or enter the "pair and share" contest. No purchase is necessary to take the quiz or enter the photo competition.

Company executives are expecting many interesting combinations, considering Kum & Go stores stock thousands of snack items and up to 32 fountain drink flavors, plus myriad other beverages.

Photos will follow one of eight themes such as "Road Trip," "Poolside" and "Backyard BBQ." The top theme match, as selected by a panel of judges, will win a $500 Kum & Go gift card, and the runner-up will win a $250 gift card. There will be 16 winners in all–--two for each of the eight themes.

Kum & Go is the fifth largest privately held, company-operated convenience store chain in the United States. The family-owned company began in 1959, in Hampton, Iowa, and has approximately 425 c-stores in 11 states (Iowa, Arkansas, Colorado, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota and Wyoming). In addition to a wide selection of products, Kum & Go provides customers a proprietary mix of products under the Hiland brand. Other proprietary product offerings include Java Ridge Premium Coffee, Napa Creek and Sea Ridge wines, Go Fresh Market sandwiches and Nuclear energy drinks.