BBDO to Test RaceTrac’s Deep Discounts

ATLANTA RaceTrac Petroleum has tapped BBDO to handle an estimated $2 million creative assignment, sources said.

The Omnicom shop in Atlanta won the business in a review against a handful of local shops that included yearlong incumbent Lean Inc., Interpublic Group’s Austin Kelley Advertising and independent WestWayne, according to sources.

Sources said BBDO would be tasked with creating some of the company’s first centralized marketing efforts. Work will include radio in test markets in Atlanta, Tampa, Fla., and Dallas.

Two campaigns touting the marketer’s gasoline quality and lower prices in its convenience stores are expected to air later this month.

“There’s a move afoot, which possibly [RaceTrac] will lead to reduce the prices of items within the stores,” said one source, who added that this strategy runs counter to the typical 20 to 30 percent markups at most convenience stores. “They want to experiment with deep discounts to get folks to rethink what they know about convenience.”

Neither the agency nor the client could be reached for comment.

Headquartered in Atlanta, 60-year-old RaceTrac operates 500 gas stations and convenience stores in primarily Southeastern states, Texas and Washington, D.C. Annual sales are $2.5 billion.