7-Eleven Snags a Handful of Reggie Awards

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7-Eleven Snags a Handful of Reggie Awards

By W.B. King

DALLAS -- While the longest running animated series didn't need help jumping to the big screen last summer, "The Simpsons" feature length movie was certainly buoyed by the popular 7-Eleven Kwik-E-Mart campaign.

Developed by FreshWorks, 7-Eleven's advertising agency, the campaign was again celebrated Wednesday night in Chicago when it was awarded the Super REGGIE award at The Promotion Marketing Association annual Integrated Marketing Conference.

"We are all honored at the recognition from our peers and the marketing industry," Bobbi Merkel, director of convergence at FreshWorks told CSNews Online.

Rita Bargerhuff, vice president of marketing for 7-Eleven added, "The ability to delight one's customers, provide them with over two million Sprinklicious donuts, and bring them products previously only seen in their favorite TV program was tremendously rewarding."

Along with the Super REGGIE, which is dedicated to recognizing superior thinking, creativity, execution, and results across the full spectrum of integrated marketing, the campaign won a Gold REGGIE in the Experiential Marketing (budget over $1 million); a Gold REGGIE in the Local, Regional Market (budget over $1 million); and a Silver REGGIE in the Multi-Partner Promotion (three or more partners).

"This is the First ReggieSSS for FreshWorks and the [first] Super Reggie since FreshWorks is a consortium of Omnicom agencies (TPN, TracyLocke and Integer) dedicated to 7-Eleven in the last few years," explained Merkel.

With diverse and outlandishly funny characters, it is no surprise that "The Simpsons" creators got a kick out of the campaign. "When [creators] Matt Groening and Jim Brooks visited Kwik-E-Marts [separately] they enjoyed their chance to wait in line listening to all the Simpsons fans share stories and the fun of the collective experience," said Merkel, adding with a laugh, "After the overnight conversions to Kwik-E-Marts by teams of 7-Eleven and FreshWorks (employees), customers and dispatchers were phoning in questions about what happened!?!"