Convenience-store customers can market the brand better than a c-store chain ever could if they're given the space to do it, said Michelle DiBartolo (right), who was hired as EG’s senior director of media and advertising in September.
“When a brand shows up consistently and takes care of their people over time, customers don’t just engage, they feel ownership. … When you put people at the center of your marketing, they don’t just engage with your brand, they advocate for it,” she said.
For example, in Cumberland Farms' back-to-school campaign, “Cumby’s kids turned parents,” EG celebrated the people who grew up with the brand. Additionally, its merchandise promotion featured real customers as models, and the 12 Days campaign was designed around gifting customers and employees, DiBartolo said.
- EG America is No. 6 on CSP’s 2025 Top 202 ranking of U.S. c-store chains by store count.
EG America is also thinking about identity by making customers feel like they belong, she said.
Because c-store customers interact with the brand across different channels, DiBartolo aims to build an advertising experience that feels consistent and intentional across the board.
“Ultimately, our goal is to create advertising that feels human, rooted in everyday life and deeply connected to the communities we serve,” she said.
Shopper expectations change rapidly and are shaped by experiences with other retailers, she said. Today’s consumer doesn’t always want bells and whistles; they want to get what they need quickly, easily and without friction, DiBartolo said. That means clarity in the store, straightforward pricing and offers and a shopping experience that feels intuitive.
“The rise of on-demand services and seamless digital experiences has reset the bar for what convenience really means,” DiBartolo said. “When we remove barriers, simplify choices and respect their time, we’re meeting the standard they’ve come to expect and the one they’ll continue to demand.”
DiBartolo is excited for the opportunity to “put Cumberland Farms' brand back on the map,” she said.
“Looking at our advertising over the past decade, we haven’t always shown up consistently,” she said. “Now we have a real moment to take back our story and bring forward the heritage people already recognize and reintroduce our brands in a bold, modern and differentiated way.”
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