BP tapped Axonet to join its Retail Media Network (RMN), according to a press release. Through BP’s Earnify loyalty program and in-store touchpoints, Axonet will “enable CPG brands to connect with BP customers with targeted media and national offers starting in late Q3 2025,” the brand said.

“We are laser-focused on providing our shoppers with exceptional value and experiences at all of our convenience and branded locations,” said Joe Fumo, head of digital enablement for BP’s U.S. mobility and convenience business. “Working with Axonet accelerates and enhances our ability to deliver relevant content and meaningful in-store offers to our guests, which will in turn drive higher loyalty engagement and strong returns for advertisers.”

Within the Axonet RMN, BP will also be joining Allure, Axonet’s national coupon network, to offer digital coupons and rebates redeemable at all BP locations within its portfolio of brands.

“This partnership signifies a major milestone in Axonet’s continued growth, expanded reach and capabilities within the retail media space while underscoring its dedication to building valuable engagement between brands and c-store shoppers. Joining the Axonet Retail Media Network reflects an ongoing investment in digital innovations to deliver premier customer experiences,” Axonet said.

Earlier this summer, Parker’s Kitchen joined the Axonet Retail Media Network (RMN).

“At Parker’s, we’re elevating convenience by delivering not just quality and speed, but an exceptional experience that keeps our customers coming back,” said Darrin Samaha, VP of marketing for Parker’s Kitchen. “Partnering with Axonet enhances our ability to connect with our customers in more meaningful, personalized ways—right at the point of decision. The new in-store media assets are a natural extension of our brand experience and loyalty program, helping us create deeper engagement for our customers and stronger value for our supplier partners.”