WASHINGTON, D.C. -- The Partnership for a Healthier America (PHA), which works with the private sector and PHA Honorary Chair First Lady Michelle Obama to make healthier choices easier for busy parents and families, has announced that Kwik Trip is the first convenience store to join its Drink Up effort, which encourages everyone to drink more water more often.

Kwik Trip will add the Drink Up logo to all of its private label water bottles, execute point of sale campaigns using Drink Up messaging and support the brand on social media.

“Kwik Trip believes in offering its customers healthier options, and the company realized early on that its customers also really wanted access to those options,” said PHA Chief Marketing Officer Drew Nannis. “It comes as no surprise that Kwik Trip would also be the first c-store to join Drink Up, which aims to market water in brand new ways—and has also fueled a 4% sales lift among people exposed to the campaign.”

A family-owned business that runs more than 500 convenience stores and other outlets in Wisconsin, Minnesota and Iowa, Kwik Trip is committed to improving healthier food access and implementing a new EATSmart program and other policies that promote healthy habits among consumers.

“Last year, we became the first convenience store to sign a commitment with the Partnership for a Healthier America. This has greatly strengthened our business and made us a destination for those seeking out healthy options. Since then, other convenience stores have joined us. And we have continued to step up with the Partnership for a Healthier America. As we begin our participation in the Drink Up program, we expect it will equally deliver benefits to our customers and our stores,” said Steve Loehr, vice president of Support Center Operations at Kwik Trip.

Launched in 2013, Drink Up has more than 50 supporters including bottlers, filtered water companies and fountains. To date, the Drink Up message has been seen on more than one billion products and engaged hundreds of millions of people through social media, advertising, events and celebrity ambassadors.