Love’s Travel Stops is launching Love's Media Group, “the first retail media network designed specifically for America's travel stops and the first to reach professional truck drivers at scale,” the company said. The retailer said Love's Media Group leverages the company's 662 locations across 42 states to create a comprehensive advertising platform that connects brands with millions of professional drivers and travelers.

Love's said the Love’s Media Group aims to transform Love's physical and digital assets into a unified advertising platform spanning the entire customer journey from fuel pump screens and in-store digital signage to the Love's Connect mobile app and My Love Rewards loyalty program. To lead the initiative, Love's appointed Tommy Greenberg as senior director, Love's Media Group.

"Love's Media Group represents an exciting evolution of our commitment to enhancing the customer experience while creating new value for our brand partners," said Patrick McLean, chief marketing officer of Love's. "We're uniquely positioned at the intersection of mobility, loyalty and commerce. With our nationwide footprint and deep relationships with both professional drivers and travelers on the road, we can offer advertisers something no one else can—direct access to a high-volume, high-intent audience in motion."

Love’s said it is currently working with select brand partners to further develop and refine the platform, focusing on creating measurable results and industry-leading capabilities for reaching customers.

"We're not just offering advertising inventory—we're providing brands with the opportunity to be part of memorable customer moments and build lasting relationships with audiences that are difficult to reach through traditional channels,” McLean added.

Otherwise at Love’s, last month the retailer launched its order ahead service, powered by Bite, at 92 Love’s owned and operated Hardee’s locations across the country. The service was launched earlier this year at Love’s Arby’s and Carl’s Jr. locations.