Dive Brief:
- Circle K has debuted its first national advertising campaign for its fuels program in the U.S., which will feature four separate digital and social-media ads running throughout the next year, according to a Monday announcement.
- The campaign, Fueled by Circle K, will focus on Circle K Fuel, the retailer’s proprietary fuel blend that is offered in regular and premium options at over half of its 7,000 locations in the U.S.
- Part of the new fuel campaign will feature Circle K’s user-generated content (UGC), a social media program that has become a major success story for the retailer since being implemented in 2020.
Dive Insight:
Circle K’s newest campaign kicked off Dec. 2 via a holiday-themed, 30-second video of employees and customers using the brand’s services. Some of the clips in the video were filmed or snapped by users as part of the brand’s UGC platform, according to the release.
Circle K’s UGC platform was built in 2020 as a place where customers could upload photos, videos or other forms of media for a chance to be featured on Circle K’s social media channels and win various prizes. Within a few months, Circle K went from zero consumers in its platform’s system to nearly 400. Today, it has over 2,000.
Besides uploading their photos and videos directly to Circle K’s platform, users also have a chance to be featured and win prizes by posting on their own social media with the hashtag #MyCircleK.
Circle K’s new four-part fuels ad campaign will take on a “customer-centric creative approach” and showcase different customers and their fueling experiences, according to the announcement.
“With the continued growth of Circle K in the U.S. and the expansion of Circle K Fuel reaching close to 4,000 stores by mid next year, now is the right time to introduce our first national fuel campaign,” Melissa Lessard, Circle K’s head of North American marketing, said in the announcement.
