Breaking The 100 Mark

Omega Advertising and Cumberland Farms quietly celebrated a milestone last week.
A radio spot titled “Close Encounters of the Nerd Kind” was the 100th spot created by the Boston-based agency for its client of three years.
“Sometimes I look around and can’t believe we’ve made that many,” said agency principal and creative director Andy Fruit.
The constants in Cumberland Farms’ radio ads since Omega went to work for the client are the characters-Bob, his nameless wife and his brother-in-law, Jerry-and the tagline, “The stop that keeps you going.”
Except for an upbeat atmosphere at the agency, Fruit said the 100th ad’s debut was similar to all the others. “We still have to sell the product,” he said. “That hasn’t changed.”
With same-store sales up from a year ago, Fruit said there is no plan to change the campaign’s formula.
Based in Canton, Mass., Cumberland Farms has 950 stores from Maine to Florida and is the largest convenience store chain in New England. -Sarah Jones