KANSAS CITY, Mo. -- Casey's General Stores Inc. has contracted with its first advertising agency of record as it continues to strive for increased growth and investor interest. Just months after convenience store giant Alimentation Couche-Tard Inc. questioned Casey's ability to drive investor value as part of its hostile takeover bid, Casey's has named Barkley as the first agency of record for the Casey's brand.
The selection follows an extensive corporate-led review of agencies. The initial scope of services for Barkley--one of the largest employee-owned advertising agencies [image-nocss] in the United States--will include brand strategy, media planning and creative development encompassing broadcast, print, online, in-store, sponsorships and local store marketing.
Casey's is a recognized leader in the convenience store industry and top-10 pizza chain in the nation, operating more than 1,635 stores in 11 states throughout the Midwest. Incorporated in 1968, Casey's "prides itself on competitively priced gasoline, exceptionally prepared proprietary food items, dedicated, helpful and well-trained employees and a clean shopping environment," it said.
"As Casey's continues to experience tremendous growth both in store count and market footprint, we felt it was the right time to engage outside expertise," said Terry Handley, COO of Casey's. "We're looking for a long-term relationship with a partner who can help fuel brand awareness throughout our market area. We believe Barkley can do that."
Michael Richardson, Casey's vice president of marketing, added, "It came down to Barkley's wide and deep level of expertise. With fresh thinking across the board, they proved that they are the right partner with the necessary resources to help build the Casey's brand today and into the future."
"I grew up with Casey's. It's an incredible brand and is an important part of the community fabric in towns they serve. We look forward to working together to take the brand foundation Casey's has built and enhance and grow it," said Jeff King, CEO of Kansas City, Mo.-based Barkley. "This is a great opportunity for Barkley."
Other convenience industry or related-channel clients include Blue Bunny, Jolly Time. Krispy Kreme and Sonic Drive-In, among many others.
Regarding Casey's stock value, just prior to Laval, Quebec-based Couche-Tard launching its hostile takeover bid in April 2010, Casey's stock was trading for $31.59/share. Couche-Tard offered $38.50 for all outstanding shares of the stock. Throughout the stock tug-of-war, which ended in October, Casey's stock peaked at $44.24 per share. Since then, there has been consistent pressure from stockholders to maintain the value driven by Couche-Tard's bid. Yesterday afternoon, Casey's stock was trading at $43.56 per share.
(Click here for previous CSP Daily News coverage of Couche-Tard's attempt to acquire Casey's.)
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