COLUMBUS, Ohio --RaceTrac, one of the largest convenience-store chains in the South and Georgia’s second largest privately held company, has selected independent creative agency Resource/Ammirati as its new lead creative agency following a competitive review. In this role, Resource/Ammirati will be responsible for integrated brand strategy, advertising and all mobile, digital and social media initiatives.
“Resource/Ammirati is an ideal partner for RaceTrac as we continue to make our guests’ lives simpler and more enjoyable while driving smart and sustained growth with a strong focus on innovation,” said Melanie Isbill, executive director of marketing at RaceTrac.
“The Resource/Ammirati team delivered an impressive mix of sound strategy based on consumer insights and engaging brand creative to amplify its approach. We look forward to seeing how the innovative plans for digital and social media engage new visitors and give our loyal TracFanatics more reasons to love us," she said.
Deirdre Egan, managing director of Resource/Ammirati Chicago, said, “We’re excited to partner with RaceTrac as they continue to evolve their brand, their retail offering and add new fresh-food options. They’ve been honored as a retail innovator who is one step ahead of the category by truly putting their guests first, operating with the mission of making people’s lives simpler and more enjoyable. We see tremendous opportunity to turn this brand conviction into more engaging experiences for their many TracFanatics, as well as attract new ones.”
New work from Resource/Ammirati will debut in second-quarter 2016.
Columbus, Ohio-based Resource/Ammirati is a digitally led creative agency formed by the integration of digital marketing pioneer Resource and New York advertising firm Ammirati. Clients have included Birchbox, DSW, Microsoft, Nestle, Newell Rubbermaid, North American Breweries, Sherwin-Williams, White Castle and Victoria’s Secret.
Based in Atlanta, third-generation led, family-owned RaceTrac has been serving customers since 1934 and now operates more than 400 convenience store locations in Georgia, Florida, Louisiana and Texas. In January 2012, RaceTrac introduced its new 6,000-square-foot store design, featuring 24-hour Swirl World frozen yogurt, an expanded coffee bar, fresh salads and sandwiches and up to 24 fueling stations.
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