Casey’s new brand campaign, “It’s Not Crazy, It’s Casey’s,” launched this week, highlighting the retailer’s “contemporary convenience, craveable food, and personalized guest experience.” Based on customer research and feedback, the campaign zeros in on craveability, connection, and convenience.

The campaign seeks to position the retailer as a go-to destination for “restaurant-quality food,” highlighting its high-quality food offerings, unique limited-time menu options, and value-driven products. Casey’s operates in 17 states and is also the country’s fifth largest pizza chain.

“It has never been a more exciting time for Casey’s, with our significant growth in store numbers, food innovation, and freshly prepared offerings,” said Steph Hoppe, vice president of omni-channel marketing at Casey’s. “Now is the perfect time for our brand to position itself as so much more than a typical gas station—and ‘It’s Not Crazy, It’s Casey’s’ emphasizes the surprising reality that you can get a delicious meal, and all the other daily products you love, while filling up your tank at a convenience store.”

Casey’s has released new food offerings, including thin crust pizza and a new sandwich menu, as well as limited-time offerings. It also recently hired the first ever Chief Pizza & Beer Officer to be the retailer’s authority on pizza sampling and beer pairings.

The brand’s private label product line also continues to grow, with over 300 products in 31 categories and increased share across Casey’s grocery and general merchandise sales.

“‘It’s Not Crazy, It’s Casey’s’ highlights the unexpected goodness our guests experience in our stores every day,” said Hoppe.

The campaign will run in 58 local markets this summer, with placements across broadcast, digital, streaming, social, and owned platforms.