Case Study: RaceTrac boosts brand linkage and motivation to visit with Digitas North America

RaceTrac boosts top-of-mind brand linkage to 94% with Digitas North America

RaceTrac, a convenience store chain, partnered with Digitas North America to address a key challenge: breaking the habitual nature of convenience store visits. The goal was to deepen the brand's bond with its regular customers and attract a new audience of busy parents, moving beyond the category's typical competition on price and product claims alone.

The solution implemented by Digitas was the "One Trac Mind" campaign, which used creative content and real stunts to dramatize the irresistible pull of a craving. The campaign featured hero spots of people being physically pulled toward the store, extending across TV, online video, social, radio, and OOH. This approach resulted in a significant measurable impact for RaceTrac, including a 94% top-of-mind brand linkage, a 32-point increase in motivation to visit, and a 27-point rise in brand goodwill.

RaceTrac