The Challenge
TravelCenters of America approached FredSwan to help bring a fresh new approach to its Minit Mart brand. What started as a new campaign for radio quickly grew into a full-service relationship that spanned from digital to broadcast and beyond. See how we helped build a fun, recognizable brand that Minit Mart can embrace for years to come.
Deliverables
- Market Research
- Competitive Review
- Brand Positioning & Strategy
- Brand Identity & Standards
- Content Creation
- Video Production
- Website Development
- User Experience
- Media Planning and Buying
- Integrated Traditional and Digital
- Dashboard Reporting
The Ignition Process
Discovery
The most precious commodity for people today? Time. We cherish our minutes. And none of us want to waste valuable time on mundane tasks. Perhaps nowhere is this insight more true than on the road. Whether we’re professional drivers or everyday motorists, when we have to stop at a convenience store, we all want to get in and get out.
Strategy
When you’re in a rush, you can get what you need from Minit Mart in less than a minute. Minit Mart offers the quick convenience of a fully stocked store in the best locations off the highway. To help tell the world about all that Minit Mart offers, we dreamed up a fun, creative campaign that focuses on this benefit while bringing a little humor to the open road.
Creative
The new Minit Mart campaign launched with radio. We make clients look great on radio. Executions were fun, memorable and actionable. After the success of the campaign, we created the identity for an app promoting Monday specials. We then created the identity for a loyalty program, producing a series of animated commercials for both traditional and digital media.
Metrics &
Refinement
Sales spiked with the radio launch, beating year-over-year category sales and green-lighting additional spending for further projects. In just under a year, we produced over 20 entertaining and attention-grabbing radio spots that earned the brand a spot as a finalist for multiple entries at the coveted Radio Mercury Awards.
