7-Eleven Inc., which earlier this month launched “There’s More,” a new, multi-channel campaign in support of the company’s Speedway convenience stores, believes in the synergies inherent in bringing two iconic brands together.
- 7-Eleven is No. 1 on CSP’s 2023 Top 202 ranking of U.S. convenience-store chains by store count.
The campaign spots highlight the product assortment found at Speedway stores—Big Gulp soda, Big Bite hot dogs, taquitos and Slurpee frozen drink—now available across all Speedway stores.
The campaign will run through 2024. It includes 15-second TV spots, 15- and 30-second radio spots, 06-, 15-, and 30-second social and online video, streaming audio and video, out-of-home marketing, paid digital and search and programmatic display.
“We brought two of the largest, most respected brands in convenience under one umbrella,” Marissa Eddings, 7-Eleven’s senior director of digital marketing, told CSP Daily News. “As the campaign says, ‘There’s more.’ There’s Big Gulp. There’s Slurpee. There’s Big Bite, Donuts and Speedway’s one-of-a-kind loyalty program, Speedy Rewards. We’re bringing beloved products together and maintaining the integrity of our brands. And now we get to showcase the Speedway banner with the help of a real customer and brand fan like JD Eicher.”
At the center of the campaign is musician and Speedway “superfan” JD Eicher. After catching the attention of Speedway for his odes to the brand on Instagram, The company enlisted Eicher to give the Speedway jingle a fresh spin. JD performs the catchy tune across the TV and digital spots in a full circle moment that celebrates the little moments of daily convenience.
“My job has me on the road constantly, and I spend a considerable amount of time at gas stations and rest stops,” Eicher said. “Over the years, I found myself gravitating to Speedway stores because of their reliability and consistency. It was their coffee that really got me, though. The coffee is great, and on the road, it’s nice to know I can get a consistently good cup—and quickly.”
Merch Drop
7-Eleven also announced that the newly launched Speedway merchandise collection is now available in the 7Collection online shop, which features a curated selection of hats, t-shirts, sweatshirts and tote bags with Speedway’s branding.
Meanwhile, 7Collection also dropped its first new capsule of 2024. Fans of the brand can buy new t-shirts, shorts and hats.
“There's nothing quite like the thrill of launching a new collection and witnessing months of hard work and creativity come to fruition. I'm excited to unveil 7Collection's spring line! Whether you're seeking cozy sweats for your late-night snack run or stylish, seasonally transitional pieces, our latest collection is here to elevate your wardrobe this season. Shop now at 7Collection.com,” Alex Crawford, senior e-commerce marketing specialist, posted on LinkedIn.
Speedway c-stores operate in 36 states, predominately in the Midwest and on the East Coast. 7-Eleven completed the acquisition of 3,800 Speedway locations from Marathon Petroleum Corp., Findlay, Ohio, in 2021.
Irving, Texas-based 7-Eleven Inc. operates, franchises or licenses more than 13,000 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 and Raise the Roost Chicken and Biscuits brands. Customers can earn and redeem points on various items in stores nationwide through its 7Rewards and Speedy Rewards loyalty programs with more than 80 million members. They can also place an order in the 7NOW delivery app in over 95% of the convenience retailer’s footprint.
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