7-Eleven aims to stay top of mind

7-ELEVEN    LEO BURNETT   

Australia - 7-Eleven has launched a new AU$10 million brand campaign in Australia,  its first major activity since acquiring and re-branding the Mobil retail fuel outlets last year.

Produced by Leo Burnett Melbourne, the campaign uses the tagline ‘Good Call' and features people in a variety of everyday situations with a simple need - some hungry, some thirsty and even some who have forgotten milk. As soon as the need pops into their head, 7-Eleven is there with the solution.  

Julie Laycock, head of marketing at 7-Eleven said: "Our business is going from strength to strength. We have over 600 stores and fresh food is now one of our fastest growing categories. We felt it was time to remind people that we're always there with just what they need, whether it be milk, a Slurpee, a fresh sandwich or even a Lotto ticket. It's our ability to solve life's little dilemma's that makes 7-Eleven a good call".

The campaign runs on Channel 9 and 7 and consists of two 30 second spots and 2 x 15 second spots. Outdoor also features heavily with supersites, trams sides, bus wraps and metrolites in Melbourne, Sydney and Brisbane.

Jason Williams, executive creative director at Leo Burnett said: "Popping into a 7-Eleven to grab what you need isn't a complex thought process. We wanted an idea that was simple, could talk to a variety of different customers and really captured the problem solving nature of 7-Eleven in a light hearted positive way".

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