Roo Cup Campaign Recognized

kangaroo-express-raises-3-million-for-u-s-military-families01Public relations agency wins Best in Show for the second year in a row with Kangaroo Express Roo Cup campaign.

Largemouth Communications, a full-service public relations firm based in Raleigh-Durham, earned “Best in Show” for the second year in a row—this year for its creativity and meaningful client results around the Kangaroo Express Roo Cup campaign.

The North Carolina Chapter of The Public Relations Society of America (NCPRSA) presented the award to Largemouth Communications at the InSpire Awards banquet. The event was held May 1 at the Morehead Planetarium and Science Center in Chapel Hill with ABC 11 Eyewitness News I-Team reporter, Tamara Gibbs, as the emcee.

The NCPRSA InSpire Awards honor communications programs that have achieved great success and inspired others across the state of North Carolina. The Silver InSpire Awards recognize communication campaigns, while Bronze awards honor tactics. The Roo Cup Summer campaign received a Silver Award of Excellence and “Best in Category” recognition in the Marketing:  Business Products and Services category. Kangaroo Express’ Salute Our Troops campaign was also recognized with an Award of Excellence in the Community Relations: Business Products and Services category.

As the top-scoring campaign in the division, the Roo Cup Summer campaign was also named “Best in Show” for 2013. This is the second consecutive year that Largemouth Communications has taken home the top prize, with the 2011 Salute Our Troops campaign receiving Best in Show recognition at the 2012 Silver Inspire Awards. 

“Receiving this high honor two years in a row validates the strategic insight and diligent work by the team at Largemouth Communications, and the commitment to a high standard of excellence that we provide to all of our clients,” said Brandon Bryce, president and CEO of Largemouth Communications. “I am immensely proud of the Largemouth team for delivering consistently strong campaigns that help clients such as Kangaroo Express achieve their business goals.”

When the Roo Cup—a $6.99 refillable cup that unlocks 25 cent fountain and frozen drink refills all summer long – was first launched in 2011 to Kangaroo Express’ 1,570 convenience stores, the company aimed to build loyalty among its already strong customer base. When the 250,000 cup inventory, expected to last all 100 days of summer, sold in just four weeks to a passionate army of teenagers, the convenience-retailer listened to this new set of customers. The 2012 Roo Cup campaign built even more loyalty among the target audience that was engaged with the brand like never before.

To promote the Roo Cup among the young and mobile generation, Kangaroo Express and Largemouth Communications crafted a program that would harness the already viral nature of the Roo Cup through social media and word of mouth campaigns, driving traffic and sales in the stores. Through public relations efforts, Kangaroo Express stores sold more than 454,000 Roo Cups, 80% more than in 2011, and the campaign received more than 335.6 million media impressions.


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