As a part of Cumberland Farms back-to-school campaign, it’s offering exclusive deals for parents managing back-to-school shopping through its SmartRewards loyalty program.
- EG America is No. 6 on CSP’s 2025 Top 202 ranking of U.S. c-store chains by store count.
Running Sept. 3 through Oct. 1, the campaign features Massachusetts rapper Sammy Adams and content creator Kevin Cooney. A remix and music video of Adams’ “Driving Me Crazy,” featuring Cooney, will play across Cumberland Farms’ digital menu screens, in-store audio and social media channels, supported by behind-the-scenes content.
“Cumberland Farms is more than just a convenience store, but an integral part of New England life,” said Whitney Johnson, senior vice president of marketing at EG America. “For generations, Cumby’s has been woven into memories, from after-school stops to road trip traditions. This campaign celebrates how we’ve grown alongside our customers while staying true to the friendly, familiar experience that makes us a lasting neighborhood staple.”
Cumberland Farms aims to bridge generations while honoring its 85-year history, the company said.
“Back when my friends and I were working landscaping, bartending and busboy gigs in Nantucket, we survived off Cumberland Farms’ sandwiches,” said Adams. “As a kid, Cumby’s was our sanctuary, and even now, a work or lunch break to go there is nothing short of elite. Kevin and I were already plotting a parody album about being fire new dads, so when Cumby’s was interested in partnering, it was an absolute lock. Cumby's is the only store that’s always reliable, open late and consistent amidst the chaos.”
Cooney added, “Cumberland Farms is the heartbeat of New England. It’s my family's one stop shop for deals, gas, and coffee. As a Boston-based content creator, partnering with Cumberland Farms was the perfect match of dropping our ‘r's’ and making iconic social media content together like never before. As a fellow Dad, friend and music mogul, I knew Sammy would be the perfect fit for this collaboration. We’re not ordinary dads, we’re cool dads!”
EG Group was founded in 2001. It operates in nine countries and employs about 38,000 colleagues. It partners with global brands, and has its own proprietary brands including Cumberland Farms, Fastrac, Kwik Shop, Quik Stop, Sprint, Tom Thumb, and Turkey Hill in the United States.
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