WEST DES MOINES, Iowa -- Beginning March 9, Kum & Go is introducing a new campaign to "bring its brand to life" in-store and through advertising in the markets where it operates. The campaign will show that Kum & Go delivers more than convenience store customers expect by focusing on the little extras that the chain's customers deserve. The idea is captured in the new tagline, "Where & means more."
"As we talked with our customers and our associates, they told us that we had two great strengths we should emphasize," said Chris Jones, senior vice president of marketing for the West Des Moines, Iowa-based convenience store chain. "The first is that our customers love that Kum & Go goes above and beyond for them; and the second is that they really appreciate that we are a family-owned business that is committed to giving back to the communities we serve."
He continued, "We set out to communicate our brand promise of always delivering more than customers expect. We're doing that by using the power of a simple icon--the ampersand--to put a spotlight on Kum & Go's ongoing commitment to give customers the extras they deserve. It's fun that this symbol for the difference of Kum & Go--the extras we do for our customers--has always been there, right in the middle of our name."
The "&" will be the symbol that tells consumers there is something special just for them in the store. This ranges from communication regarding specials (such as "Buy a pizza & get a second pizza for $3") to the Kum & Go history of when W A. Krause and T S. Gentle founded Kum & Go LC in 1959 in Hampton, Iowa.
In advertising, Kum & Go will tell customers about the "Story of More" that led to the use of the ampersand today. The promise of "Where & means more" appears in a variety of advertising platforms including television, digital, radio and outdoor in select Kum & Go markets.
"We think it's great that our founders' idea of delivering more was the inspiration for how we still operate today. We really want to celebrate what makes Kum & Go unique from the moment you walk through our doors," said Jones. "This campaign has already resonated in so many ways with our customers and associates. It honors our history as a company, and looks forward to exciting offers and experiences for Kum & Go customers."
Click here to view the campaign elements.
Minneapolis-based Agency Blue conceived, produced and executed the creative, with media placement by Flynn Wright, Des Moines, Iowa.
Established in Hampton, Iowa, in 1959, family-owned Kum & Go has since grown to employ more than 4,700 associates across 430 convenience stores and 11 states (Iowa, Arkansas, Colorado, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota and Wyoming).
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