“It’s Always Summer in the South” celebrates the c-store chain’s Southern ties.
RaceTrac Petroleum, based in Atlanta has launched its largest summer-focused marketing campaign in select Southern markets through July 31.
With summer being the busiest season for RaceTrac, the c-store wants to capitalize on this momentum, and its popular offerings (such as Sodapalooza and Swirl World) with the launch of a new campaign: “It’s Always Summer in the South.”
Based on the insight that RaceTrac knows summer better than anyone—based on their Southern roots—the campaign comes to life in cinema, social, OOH and digital display.
RaceTrac operates more than 700 stores under the RaceTrac and RaceWay banners in 12 southern states.
And as a first for the industry, the centerpiece of the “It’s Always Summer in the South” campaign is a mockumentary content series that chronicles the humorous escapades of a RaceTrac employee and non-Southern film crew as they embark on an epic road trip across the south.
“Historically, summertime at RaceTrac has meant Sodapalooza freefills, but this year, we wanted to spread the love past the fountain and celebrate our brand and the variety of products we offer,” said RaceTrac Brand Director Jamie Rodgers. “RaceTrac has a strong presence in the South and no one knows summer better than we do. The ‘It’s Always Summer in the South’ marketing campaign celebrates our Southern ties, and utilizes unique, memorable content to perfectly highlight our popular seasonal offerings and our valued guests who make the most of every day.”
RaceTrac worked with its agency partners (R/GA Austin, Vert, MBI and MSL) to create the integrated campaign, which shares in its customers’ love of summer and making moments.