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.