ampm “Toomgis”

The Challenge:

We needed to refresh the West Coast convenience store brand to appeal to a new generation of millennial shoppers with more choice than ever before. (While at the same time being outspent and out-locationed by many of our competitors, such as #1 in the category, 7-Eleven.)

The Opportunity:

In a very promotionally-driven category, no brand had created strong differentiation and no one was able to remember any convenience store advertising. In order to stand out and be remembered, we needed to create a persistent, recognizable identity for the brand.

Insights:

We evaluated a number of strategic themes in research. Being “a place that fulfills your cravings” proved powerful and universal across the brand’s targets and product categories. Further study of cravings revealed that they are different from hunger, driven by emotions.

While many convenience stores sell similar products, building affinity was a way to break through and be remembered (and affinity was shown to be correlated with visitation.) We needed to connect to our targets’ cravings in an emotional, affinity-driving way.

Strategy: “We see the world through our fans’ cravings”

We get them and what they crave— whether literally or in spirit. This goes beyond stocking their favorite snacks to understanding what they’re seeking at any time, such as giving them what they’re craving on social media – a fun, entertaining break.

Creative Platform: “Toomgis”

We evaluated many campaigns in research and the Toomgis campaign emerged as the clear winner. He is literally a character created and named for what ampm sells, “Too Much Good Stuff.” Toomgis gave ampm a personality, making the brand feel friendly, happy, convenient, helpful, and even comforting. Toomgis also tapped into the target’s more absurd and random sense of humor. He felt “completely different” from the category and did the most to suggest there is a “new ampm,” making the brand feel humorous, cool, and innovative. We also found that the humor in Toomgis translated better across our different target segments’ gender and cultures.

Results:

  • 8 years of consecutive same store sales growth

  • +19 pts Consideration

  • +5pts Preferred Brand

  • Ad recall significantly above norms and previous campaigns

  • Strong brand attribution

  • Recognizers of Toomgis are more likely to:

    • Visit ampm +13%

    • Feel favorably about the brand +11%

    • Consider the brand +10%

  • Imagery improvements (among campaign recognizers vs. non-recognizers)

  • Creative that includes Toomgis shows stronger engagement on social

  • Toomgis successfully made his way into pop culture, from fans sharing their Toomgis Halloween costumes on social media, to earning attention and admiration from the likes of Mindy Kaling and ESPN.