CHARLOTTE, N.C. -- Convenience-store retailer Sheetz is releasing a new TV spot in support of its handmade, made-to-order MilkShakez.
The 30-second spot, "Ugly Cry," begins broadcasting April 20 in select markets across Pennsylvania, North Carolina and West Virginia. Billboards, digital video, digital radio and animated banner ads round out this latest campaign from Sheetz and Tattoo Projects.
Altoona, Pa.-based Sheetz Inc., a 500-unit convenience-store chain, serves made-to-order food and drinks across the eastern United States. Tattoo Projects, a Charlotte, N.C.-based advertising agency that created the spot, has a 10-year agency-of-record (AOR) relationship with the 60-year old, family-owned chain.
MilkShakez will be fully customizable, handmade to order and available at any time of the day.
Sheetz Consumer Insightz, an internal research department, played a vital role in the beginning stages of concept development. Research revealed widespread nostalgic feelings for milkshakes. Taking this insight and combining it with the Sheetz brand humor, Tattoo Projects flipped this emotional connection upside down. The result is a humorous take on over-the-top emotions for Sheetz MilkShakez.
"Sheetz is excellent at understanding and connecting with their target, millennials," said Buffy McCoy Kelly, president and creative director of Tattoo Projects.
"It's exactly the kind of work we expect from Tattoo," said Tammy Dunkley, Sheetz manager of brand communications and advertising. "The moment we heard it, the whole Sheetz team knew it was perfect for our brand."
Established in 1952, Sheetz Inc. has more than $6.9 billion in revenue and more than 16,000 employees. The company operates more than 500 convenience stores throughout Pennsylvania, West Virginia, Virginia, Maryland, Ohio and North Carolina. It provides a menu of made-to-order (MTO) sandwiches and salads, ordered through touch-screen order-point terminals.
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