Company News

7-Eleven Updates ‘Take It to Eleven’ Campaign

New iteration highlights ‘authentic connection between our brand and audience,’ convenience-store chain executive says
7-Eleven Take It to Eleven
Photograph courtesy of 7-Eleven

7-Eleven Inc. has unveiled the latest iteration of its “Take It to Eleven” campaign. In its third year of the campaign, 7-Eleven showcases the brand’s iconic food and beverage pairings and their great value.

“Inspired by the thrill customers get when scoring a stellar deal, the campaign embodies the joy in celebrating the little things—like grabbing a Big Bite Hot Dog and Big Gulp drink for an unbeatable price,” the company said.

Known for brands such as Slurpee, Big Bite and Big Gulp, 7-Eleven has expanded into sandwiches, salads, side dishes, cut fruit and protein boxes, as well as pizza, chicken wings and mini beef tacos. 7-Eleven also offers customers private-brand products.

“In the latest ‘Take It to Eleven’ campaign, we’re once again showing how a trip to 7-Eleven offers a bright spot in customers’ days—this time through craveable food and beverage pairings at a delicious value,” said Marissa Jarratt, executive vice president and chief marketing and sustainability officer at 7-Eleven Inc. “Inspired by a social media insight that features our customers embracing 7-Eleven stores as their stage, the campaign is a testament to the authentic connection between our brand and audience. It’s also a literal interpretation of the joy customers feel when they score a great tasting meal at an unbeatable price.”

The campaign will run in select markets from May 1 through January 2025 in 30- and 15-second television spots, 30-, 15- and 10-second radio spots, out-of-home marketing, paid social, search and display and streaming audio and video. The spots are also available to view on 7-Eleven’s YouTube channel.

The advertising spots, which highlight deals exclusive to 7Rewards loyalty members, include $3 Big Meal Deal (7-Eleven customers can purchase a Big Bite Hot Dog paired with a Big Gulp drink for $3) and Buy One, Get One Free Five-Piece Wings (starting Aug. 28, customers can get five extra wings free with the purchase of five bone-in wings, available in flavors such as Spicy Breaded, Spicy Sweet Chili, Roasted and Buffalo).

7-Eleven’s 7Rewards and Speedway’s Speedy Rewards loyalty programs have more than 80 million members, the company said.

  • 7-Eleven is No. 1 on CSP’s 2024 Top 40 Update to the 2023 Top 202 ranking of U.S. c-store chains by store count. Watch for the full 2024 Top 202 ranking in the June issue of CSP magazine and in CSP Daily News.

Based in Irving, Texas, 7-Eleven Inc. operates, franchises or licenses more than 83,000 convenience stores in 19 countries and regions, including more than 13,000 7-Eleven convenience stores in the United States and Canada. In addition to 7-Eleven c-stores, the company operates and franchises Speedway and Stripes c-stores and the Laredo Taco Company, Speedy Cafe and Raise the Roost Chicken and Biscuits restaurant brands.

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