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Restaurant Chain Sheetz Unveils Waketime Stories to Brighten Daylight Savings

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VaynerMedia's customer inspired book reminds people Sheetz. Bros coffee is always there for them

Restaurant Chain Sheetz Unveils Waketime Stories to Brighten Daylight Savings

For millions of people, the first thing they do to wake up every morning is drink coffee – because without it, things can go really wrong, really fast. 

Recognising how coffee is essential in consumers' lives, Sheetz, a major Mid-Atlantic restaurant and convenience chain, was keen to hear their stories on what happens when they don’t have a cup of joe. The brand put out a prompt on TikTok, Instagram and Facebook: “Once upon a time I didn’t have a cup of coffee and…”  Over 100 responses were shared by Sheetz customers, detailing their most embarrassing mishaps from missing their morning Sheetz coffee run. 

To bring these stories to life, Sheetz used these anecdotes as a catalyst to launch their latest activation – ‘Waketime Stories,’ a customer-inspired book designed to wake up consumers and show Sheetz Bros. Coffee is always here for you. The book features three unique stories influenced by real Sheetz customers. 

Sheetz will surprise and delight customers with this book. Plus, the brand will give away one book that gives the reader a full sensory experience; from the colours used, to the scents of the pages, it’s designed to wake up the consumer. Also, the stories will appear across the brand’s social channels including TikTok, Twitter and Facebook.

This campaign was created by VaynerMedia.

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Client: Sheetz

VP of Marketing and Brand: Ryan Sheetz

Director of Brand Marketing: Nicole Auman

Brand Manager: Jen Blough

Advertising Manager: Maria Patrick

Creative Manager: Zach Sheffield

PR Manager: Nick Ruffner


Agency: VaynerMedia, New York

Chief Creative Officer: Rob Lenois

Executive Creative Director: Mike Pierantozzi

Group Creative Director - Special Projects: Manny Galan

Associate Creative Director - Copy: Ben Schneider

Associate Creative Director - Art: Zeus Alvarez

EVP: Nick Miaritis

SVP: Connor Bryant

Account Director: Alex Slavin

Account Executive: Margaux Kelley

SVP, Strategy: Amanda Simons

Director, Strategy: Ainsley Kuptz

Post Creative Strategist: Olayinka Ajibola

SVP, Director of Integrated Production: Bruce Andreini

Producer: Jesse Hughes

Director, Project Management: Amanda Stein

Project Manager: Michael Manzi


Illustration: MAKE LLC

Executive Producer: Oren Robashkin

Creative Director: Danny Robashkin

Book Production

Book Production: Axios NYC

Founder / President: David Yepez

Founder / Creative Technologist: Courtland Premo

Categories: Retail and Restaurants , Restaurants

VaynerMedia, Mon, 14 Mar 2022 14:32:37 GMT