Casey’s is the third largest convenience store chain in the U.S. and it is looking to go bigger. To help with that cause, the business has selected Knoxville agency Tombras as its creative brand agency of record.
Casey’s—which has over 2,400 locations in 16 states, mostly in the Midwest—has invested in its growth with a new in-store experience, a new ecommerce site, loyalty program and mobile app. It has also upped its pizza game to compete with the chains.
By hiring Tombras at the top of the year, Casey’s is looking to continue its expansion. As brand AOR, Tombras will help define and modernize the Casey’s brand, while attracting a new customer base without alienating current customers. With extensive convenience store, QSR, and restaurant experience, Tombras knows how to build brands at scale and enter new markets.
The first work from Tombras for Casey’s is expected in March, with brand work to follow soon after.
“Magic often comes from the most unexpected places—like a gas station with the ambition to be famous for its pizza. That’s what excites me the most about working with Casey’s. The brand’s pizza is shockingly good, and we can’t wait to turn heads in this competitive category with some deliciously bold creative work,” said Jeff Benjamin, chief creative officer at Tombras in a statement.
Casey’s has been expanding rapidly. Darren Rebelez, who joined from IHOP as CEO in 2019, closed out Casey’s fiscal 2022 as the most acquisitive year in the company’s 55-year history, with the chain growing by 228 stores. Expectations for fiscal 2023 include adding approximately 80 stores, comprised of new builds and acquisitions. Casey’s is also the fifth-largest pizza chain in the U.S., behind Pizza Hut, Dominos, Little Caesars and Papa John’s, and its rewards program has 5.7 million users.
“Casey’s is thrilled to start the next chapter of our marketing journey with Tombras. We will build deeper relationships with our guests through an omnichannel approach with compelling creative as we keep Casey’s relevant for the next 50-plus years. Tombras will help us bring our brand to life in new, bolder ways,” said Art Sebastian, vp of omnichannel marketing at Casey’s in a statement.