Casey’s General Stores has launched a new brand campaign called “It’s Not Crazy, It’s Casey’s,” which positions the convenience-store chain’s brand “for what it is—much more than your typical convenience store,” the retailer said. It highlights the contemporary convenience, craveable food and personalized guest experience the brand is known for across its 17-state footprint, it said.
It’s Not Crazy, It’s Casey’s succeeds the retailer’s “Here for Good” brand campaign launched in 2019.
The new campaign will run in 58 local markets this summer, with placements across broadcast, digital, streaming, social and owned platforms.
It allows the brand to stand out in the increasingly personalized, guest-centric and digital-forward convenience-store category, according to the company. With its high-quality food offerings, unique limited-time menu options and value-driven products, Casey’s offers customers an “unexpected” convenience experience with restaurant-quality food, giving them new reasons to choose the brand.
“It has never been a more exciting time for Casey’s, with our significant growth in store numbers, food innovation and freshly prepared offerings,” said Steph Hoppe, vice president of omni-channel marketing at Casey’s. “Now is the perfect time for our brand to position itself as so much more than a typical gas station—and ‘It’s Not Crazy, It’s Casey’s’ emphasizes the surprising reality that you can get a delicious meal, and all the other daily products you love, while filling up your tank at a convenience store.”
The new brand positioning comes after several rounds of market research, listening to c-store customers across Casey’s geographic footprint, which it calls “Casey’s Country.” It builds on the brand’s strengths in “craveability, connection and convenience,” while highlighting the restaurant-quality food and friendly service consumers do not expect from a traditional gas station.
Casey’s prepared food business has been accelerating with recent innovations including a thin crust pizza option and new sandwich menu, as well as limited-time offerings and exclusive products. The brand’s private-label product line also continues to grow, with more than 300 products in 31 categories and increased share across Casey’s grocery and general merchandise sales.
“Casey’s shatters the norms of our category with outstanding food, friendly service and innovative products. ‘It’s Not Crazy, It’s Casey’s’ highlights the unexpected goodness our guests experience in our stores every day,” said Hoppe.
- Casey’s General Stores is No. 3 on CSP’s 2024 Top 40 Updateto the2023 Top 202ranking 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.
Ankeny, Iowa-based Casey’s General Stores operates more than 2,600 c-stores in 17 greater Midwestern states and Texas under the Casey’s and GoodStop brands. The company is the third-largest convenience-store retailer, the fourth-largest holder of liquor licenses and the fifth-largest pizza chain in the United States.
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