A Case for Creating a New Routine
Coffee. Breakfast. Fuel. Whatever you need in the morning, Speedway’s got it. The only problem: they weren’t top-of-mind for folks on the go. So they asked for our help increasing morning daypart sales. We set out to make Speedway part of customers’ daily ritual—redefining it as the destination for starting your day off right.
Our team saw this as an opportunity to go above and beyond. We didn’t just want to increase sales of coffee and breakfast sandwiches. We wanted to make Speedway the one-stop morning shop. To do that, we needed to reach the right targets in the right geographic area at the right time of day.
We used a mix of social, digital and video tactics to prime their interest—using granular targeting to showcase limited time offers and relevant products. In the mornings, we reinforced the message with geo-targeted social, mobile and OOH ads designed to reach anyone whose commute brings them near a Speedway. We even advertised in GPS apps, literally directing commuters to their nearest location.
More sales, more visits—and more mornings started off right. The campaign boosted breakfast purchases, leading to more foot traffic and more spend in markets with media compared to those without. Our GPS partner showed a store visit lift of 36 percent. And we did it all at a cost per visit 35 percent below our goal.
As always, our media relationships helped us get our clients the best deals. We negotiated traditional media buys at 21% below the market value. And our partners delivered above the contracted impressions, valued at over 10% of the media spend.