RaceTrac Launches “It’s Always Summer in the South” Campaign

The convenience store chain uses a mockumentary content series to highlight its Sodapalooza and Swirl World frozen dessert.

May 10, 2017

ATLANTA – RaceTrac wants everyone to know about its cold and frozen dispensed beverages, and recently launched its largest summer-focused marketing campaign in select markets through July 31 to spread the word. With summer being the busiest season of the year for RaceTrac, the “It’s Always Summer in the South” campaign will focus on its popular offerings, such as Sodapalooza and Swirl World.

“The summer season is comprised of celebrating traditions and creating memories with friends and families. We have a strong presence in the south and no one knows hospitality better than RaceTrac. The “It’s Always Summer in the South” integrated campaign speaks to our southern ties, and perfectly highlights our popular seasonal offerings and our valued guests who make the most of every day,” RaceTrac Brand Director Jamie Rodgers told NACS Daily.

RaceTrac’s campaign comes to life in cinema, social and digital display. The centerpiece of the “It’s Always Summer in the South” campaign is a mockumentary content series that chronicles the humorous escapades of a RaceTrac employee and a non-southern film crew as they embark on an epic road trip across the south.

“RaceTrac was raised in the South. So, they understand summer better than anyone in the category. Our goal with this campaign was to create unique, memorable content to stand out among all the other summer promotions, and have a lot of fun along the way,” said Jonathan Woytek, executive director of RaceTrac’s agency partner, R/GA Austin.

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