Case Study: Sheetz Builds PR Buzz and Sells Out Craft Beer with Planit Agency

Planit helps Sheetz build buzz in the convenience category and beyond

Planit Agency worked with Sheetz, a fast-growing convenience store chain, to build excitement around its second-ever limited-edition craft beer release, Project Brewberry Muffinz. The challenge was to generate buzz for a convenience-store-made beer and drive strong consumer and media interest before launch.

Planit Agency created a tiered PR campaign that included an invite-only reveal event for media and influencers, first-look beer mailers to local and national outlets, and coordinated “coming soon,” “now available,” and “sold out” announcements. The campaign earned 149 million media impressions and 91 placements, reached major Pennsylvania and national media, and helped all 99 participating Sheetz locations sell out the beer in just 5 days.

Sheetz