QuickChek 2017 Summer Campaign

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Background:
A leading fresh convenience retailer serving the Central New Jersey and Metro New York communities, QuickChek is known for fresh and delicious subs, salads and sandwiches, great-tasting, award-winning coffee, quality fuel and, above all, 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.

Opportunity:
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. In addition, QuickChek sought to strengthen communication with its customers and communities around its 24-year long history as the title sponsor of the nation’s largest hot air balloon festival (attracting over 175,000 festival-goers).

Solution:
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.

For the sales promotions bookended by the Memorial Day and Labor Day sub promotions, we developed creative that playfully referenced beloved summertime themes, tapping into customers’ seasonal desires and behaviors.

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. The QuickChek “Summer Savings Pass” delivered the exclusive weekly deals, totaling more than $250 in savings over the summer season, directly to the QC Mobile App.

A custom microsite, QCSummerRocks.com, featured a giveaway offering prizes such as QuickChek gift cards, a Weber® grill, tickets to baseball games, and a GoPro® camera. Also included were fan favorite, signature and new menu recipes, highlighting three new premium spicy chicken sandwiches that were introduced in July. 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). In fact, QuickChek reached or exceeded all ambitious sales goals.

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