New Work: QuickChek 2016 Summer Campaign

September 15, 2016 at 3:54 pm

Quickchek-SummerCampaign-CaseStudy2

A leading fresh convenience retailer serving the Central New Jersey and Metro New York communities, QuickChek is known for fresh food, award-winning coffee, quality fuel and friendly people. Serving as their agency of record, Munroe Creative Partners develops strategic promotions and creative across all customer-facing touch points, including out-of-home, point-of-sale, digital and social media.

With a three-year history of celebrating the official start and close to summer (Memorial Day Weekend and Labor Day Weekend) with an irresistible sub offer, Munroe identified a significant opportunity to connect the two sub promotions with a larger campaign that could drive sales and build the brand simultaneously.

We set out to own the summer beginning with our overarching campaign mantra: “Summer Brought to You by QuickChek.” Leveraging traditional, digital, mobile app and social media, as well as the in-store experience, we positioned QuickChek’s fresh convenience, handcrafted subs, smoothies and more, as essential elements of summer.

To drive foot traffic and sales, while building brand awareness and engagement, especially among an increasingly important millennial customer profile, we developed special mobile app and digital promotions that spanned the 14-week period. These offers targeted our customers’ desire for personalized, app-based offers and loyalty rewards.

A custom microsite, QCSummerRocks.com, featured a giveaway offering prizes, fan favorite, signature and new menu recipes, and a fun “What kind of Smoothie Are You” quiz to playfully and authentically raise awareness of QuickChek’s handcrafted smoothie offering.

The campaign was a success, despite industry-wide declines in foot traffic and sales for Quick Service Restaurants (QSRs).

Click here to view the full case study.