‘Now That’s Whatever’ campaign by R/GA Austin is inspired by the variety of the service station's guests and the items they crave
For the first time in its 85-year history, RaceTrac is breaking from its regular promotional marketing focus to launch its first and biggest cohesive brand awareness campaign to date. The new “Now That’s Whatever” platform communicates what RaceTrac stands for as a brand, that the company listens to its guests and offers whatever it is that they need. The campaign is a complement to RaceTrac’s standard marketing efforts to speak to their delicious in-store food offers and convenient store locations.
In partnership with R/GA Austin, RaceTrac established the brand platform and tagline, “Whatever Gets You Going,” in late 2016. This brand awareness campaign is the first time that RaceTrac is dedicating consistent media, production and assets to communicating the essence of the brand with a higher-level message, “Now That’s Whatever”.
RaceTrac is dedicated to putting its guests first and bettering understanding their needs. This is apparent upon entering the store, where “regulars” are greeted by name and are able to get Whatever they want - like a hot dog and a coffee in the morning - without judgment.
This commitment to its guests is the center of the new brand platform and campaign messaging. As shown in the “Now That’s Whatever” spots, RaceTrac guests are portrayed with their favorite products – the Whatever that gets them going throughout their day. For this work, notable Director Adam “Rosey” Rosenblatt and “Little Miss Sunshine” and “Silver Linings Playbook” Director of Photography Masa Takayanagi were chosen to bring six concepts to life and based on the different experiences of RaceTrac customers:
- The dad and daughter driving lesson
- The everyday guest who stops in once a day
- The rideshare driver who needs to fuel up
- The lawn prince who gets whatever the prince wants
- The guest that’s constantly traveling for work, and hanging out at a RaceTrac between stops
- The bus driver who needs a place to refuel between rides
Other campaign elements consist of social, digital, radio and OOH efforts, and media placements will run in RaceTrac markets, including Georgia, Dallas-Fort Worth, Louisiana and Florida.