ATLANTA – RaceTrac has launched its “Now That’s Whatever” marketing campaign, a means to communicate what the Atlanta-based convenience-store chain stands for as a brand: that it listens to customers and offers whatever they need.
This marks the biggest brand-awareness campaign in RaceTrac’s 85-year history. It is also the first time RaceTrac has dedicated consistent media, production and assets to a single promotion. The campaign complements RaceTrac’s traditional marketing efforts that highlight the chain’s food and beverages, such as its Sodapalooza promotion.
RaceTrac partnered with R/GA Austin, a New York-based brand development and business consulting firm, to create the platform and tagline, “Whatever Gets You Going,” for the campaign. The chain also brought film and photography directors Adam Rosenblatt and Masa Takayanagi on board to bring various concepts to life based on the experiences of RaceTrac customers. These include:
- A father and daughter during a driving lesson.
- The everyday guest who stops in once a day.
- A ride-hailing driver who needs to fuel up.
- A lawn prince who gets whatever the prince wants.
- A guest who’s constantly traveling for work and meandering around RaceTrac between stops.
- A bus driver who needs a place to refuel between rides.
All of these videos will run through next year and can be found on RaceTrac’s YouTube page. RaceTrac will accompany the videos with various social, digital and radio promotions, which will run in markets in Georgia; Dallas-Fort Worth, Texas; Louisiana; and Florida.
Atlanta-based RaceTrac Petroleum Inc. operates in nearly 500 locations in Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Texas and Virginia. It ranked No. 17 in CSP’s 2018 Top 202 list of c-store chains ranked by number of company-owned retail outlets.