RaceTrac Develops First Brand Awareness Campaign in Its 85-Year History

ATLANTA — RaceTrac Petroleum Inc. launched the first cohesive brand awareness campaign in its 85-year history.

The "Now That's Whatever" platform is designed to communicate what RaceTrac stands for as a brand: that it listens to its customers and offers whatever it is that they need.

The campaign complements RaceTrac's standard marketing efforts to speak to its in-store food offers and convenient store locations, the company said.

"We wouldn’t be celebrating so many years of success if it weren’t for our loyal guests. This brand campaign highlights the people and the moments that set RaceTrac apart from the rest of the category," said Melanie Isbill, executive director of marketing at RaceTrac.

The convenience store chain established the brand platform and tagline "Whatever Gets You Going" in late 2016 in partnership with R/GA Austin. The new brand awareness campaign marks the first time that RaceTrac is dedicating consistent media, production and assets to communicating the essence of the brand with a higher-level message, "Now That's Whatever."

Six different "Now That's Whatever" campaign spots show RaceTrac customers with their favorite products — the "Whatever" that gets them going throughout the day:

• The dad and daughter driving lesson;
• The everyday guest who stops in once a day;
• The rideshare driver who needs to fuel up;
• The lawn prince who gets whatever the prince wants;
• The guest who's constantly traveling for work and hanging out at a RaceTrac between stops; and
• The bus driver who needs a place to refuel between rides.

Other campaign elements include social, digital radio and out-of-home efforts, as well as media placements.

"The campaign is a culmination of both our creative and strategy teams’ interaction with RaceTrac guests, and also the trust we’ve earned over our two-year relationship with RaceTrac," said Murray Wyse, group creative director at R/GA Austin. "'Now That’s Whatever' sets RaceTrac up to build on its brand and hero customers’ everyday choices,  whatever that might be." 

The elements will run in RaceTrac markets, including Georgia, Louisiana, Florida and the Dallas-Fort Worth area. The campaign will run throughout 2019.

Atlanta-based RaceTrac operates nearly 500 convenience stores in Georgia, Florida, Louisiana and Texas.