New Branding for Kum & Go

Marketing campaign emphasizes family-owned chain’s strength in going above and beyond for customers.

March 10, 2015

WEST DES MOINES, Iowa – Beginning this week, family-owned convenience retailer Kum & Go is introducing a new campaign to bring their brand to life in-store and through advertising in the markets where they operate.  The campaign, captured in the new tagline “Where & means more,” will show that Kum & Go delivers more than just convenience, by focusing on the little extras their customers deserve.

“As we talked with our customers and our associates, they told us that we had two great strengths we should emphasize,” said Chris Jones, senior VP of marketing, in a press release. “The first is that our customers love that Kum & Go goes above and beyond for them; and the second is that they really appreciate that we are a family-owned business that is committed to giving back to the communities we serve .”

The company is using the power if the iconic ampersand symbol to put a spotlight on Kum & Go’s ongoing commitment to give customers the extras they deserve. “It’s fun that this symbol for the difference of Kum & Go – the extras we do for our customers – has always been there, right in the middle of our name,” said Jones.

A major element of Kum & Go’s new branding and marketing, the “&” symbol will tell customers that there is something special just for them in the store. This ranges from communication regarding store specials to telling the story of the chain’s founding in 1959. Advertising will share the “Story of More” that led to the use of the ampersand today, with the promise of “Where & means more.” appearing across a variety of advertising platforms.

“This campaign has already resonated in so many ways with our customers and associates. It honors our history as a company, and looks forward to exciting offers and experiences for Kum & Go customers,” said Jones.

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