7-Eleven launching radio campaigns


The company that invented coffee-to-go some 40 years ago and sells at least a million cups a day is launching a multi-million-dollar “freshness guaranteed” ad blitz in February. With taglines like “Our coffee’s fresher than your average joe” and “Guaranteed fresh or we’ll brew it new,” 7-Eleven, plans to educate coffee drinkers about the chain’s commitment to quality.

The new campaign includes radio, billboards, bus panels and posters at Long Island Rail Road stations. Signs inside and outside the more than 5,500 U.S. 7-Eleven stores will let customers know they can ask a 7-Eleven employee to brew a fresh pot on the spot. Local promotions will be a part of the marketing mix.
7-Eleven also is continuing the sales momentum of its January Supreme Breakfast Bite and coffee “meal deal” offer with additional radio advertising. The company will create a separate a radio spot for February promoting the new sausage, egg, cheese, peppers and onions roller grill product that’s ready-to-eat and easy-to-consume along with any size cup of coffee for 1.99.