Case Study: RaceTrac achieves brand love and measurable ROI with Luckie

RaceTrac drives measurable ROI with Luckie through original brand songs

RaceTrac, a convenience store retailer, faced the challenge of breaking through a crowded market to promote its everyday menu items without relying on expensive media buys. Their vendor, Luckie, was tasked with creating a campaign that would drive measurable ROI and disproportionate impact for the brand.

Luckie's creative solution was to write and produce original, catchy songs celebrating RaceTrac's pizza, coffee, and breakfast sandwiches, turning value messaging into entertainment. They introduced a character named Phil the RaceTrac Employee to perform the songs, who then became a recognizable face for the brand. By extending Phil into social media with meme-worthy content, Luckie successfully converted paid messaging into organic momentum for the campaign.

RaceTrac