Dive Brief:
- Kum & Go has released a series of ads as part of a new campaign with ad agency Exverus Media, according to a Wednesday press release.
- The campaign, called “Yeah, We Went There!”, is centered around the chain’s sometimes unexpected food and beverage offerings, like pepperoni pizza and prosecco wine. It’s targeted at Gen Z consumers, with ads appearing on social media as well as in out-of-home integrations.
- The irreverent campaign complements the brand’s social media presence, which employs a tongue-in-cheek voice to engage with its audience.
Dive Insight:
Kum & Go, which officially became part of Maverik in August, has been working with Exverus since 2021. The campaign is led by Exverus Media Director Georgia Schreiner, who won the 2023 Ad Age Small Agency Media Planner of the Year award.
According to the Ad Age award page, Schreiner’s earlier work with the convenience retailer resulted in 157% higher sales in the first 10 weeks and a 17% boost in mobile fuel pay.
The “Yeah, We Went There!” campaign will focus on Facebook and Instagram, in particular, since previous campaigns did well when they “leveraged influencers and video across social media,” according to a statement from Schreiner and Media Supervisor Wes Condray-Wright.
“This new, bold, quirky creative lends itself so perfectly to Meta Stories and Reels tactics as they have proven to be highly effective at engaging our audience,” the statement said. “As such, we are allocating a strong portion of our social dollars towards video only to really draw in audiences and regain brand awareness for Kum & Go.”
Kum & Go’s cheeky brand voice on social media gives it a unique identity in the c-store industry. Recent Facebook posts include, “how many fountain drink cups do you have hidden in your car? be honest” and “Is anyone else thinking about pretzel buns or is it just me?”
Des Moines-based Kum & Go has more than 400 stores in 13 states. Meanwhile, Salt Lake City, Utah-based Maverik has more than 400 convenience stores in Arizona, California, Colorado, Idaho, New Mexico, Nebraska, Nevada, Oregon, South Dakota, Utah, Washington and Wyoming.
