We launch branding and awareness campaigns every year to convince 16-34 year olds that Sheetz IS the place for food through TV, radio, OOH, on-lot, and digital messaging. Humorous commercials grab the audience’s attention, and they learned that Sheetz is a great restaurant, even though they may not look like one. The results speak for themselves. For our most recent campaign, same store food and beverage sales increased by 6.1%, customers increased by 5.4%, and our digital elements garnered more than 256MM impressions.
RESPONSIBILITIES: ART DIRECTION | DESIGN | CONCEPT DEVELOPMENT
Creative Director: Rudy Banny
Art Director: Spencer Towler
Photographer: Paul Skinner
Producer: Frank Ardnt
When it was time to refresh the design for the Sheetz truck fleet, we developed a unique campaign leveraging the strong community involvement and fan base that Sheetz is known for. We extended a call for entries to artists in the Sheetz community, asking them to show us how they would express their love for the Sheetz brand, with the Sheetz trucks as their canvas. The winning artists created show-stopping work on more than 100 Sheetz trucks, which can be seen on the roads across six states. Sheetzartproject.com features behind-the-scenes videos and information about the artists, as well as limited-edition retail swag featuring the artwork. All proceeds go to the charity Sheetz For The Kidz, helping children who live in the communities Sheetz serves.