Wawa officially announced the return of “Schwarberfest,” a limited time promotion meant to mark the return of playoff baseball in south Philadelphia.

The promotion first launched as a spinoff to Hoagiefest in October 2022. Fans requested that Wawa bring the promotion back during the Phillies’ playoff run.

“Our home team has done it again by earning another hard-fought postseason berth so we’re bringing ‘Schwarberfest’ back to show our support and hopefully help our hometown team bring home a championship trophy,” said Alex Costabile, chief customer officer, Wawa. “We also want to help our customers celebrate with some hoagie savings while they cheer on Philly’s team!” 

Through the end of postseason, customers who order and pay in the Wawa app can get $5 Shortis and $6 Classics. The promotion is only available to Wawa Rewards members.

Athletes and sports have helped drive marketing for years with celebrity engagement. Name, image and likeness (NIL) deals are becoming more popular in every segment, including c-stores. In the October 2023 of NACS Magazine, learn more about how c-stores can enter the NIL market in the article “A Slam Dunk for C-Stores.”