Ricker's 'Pumped' Over TV Campaign

New ads set to debut during Sochi 2014 Winter Olympics

Published in CSP Daily News

Ricker's Convenience Stores Get Pumped TV campaign

ANDERSON, Ind. -- Ricker's Convenience Stores is "pumped" about launching the chain's second installment of television ads during the Sochi 2014 Winter Olympics, airing Thursday, Feb. 6 through Feb. 23 on WTHR Channel 13, the local Indianapolis affiliate.

The first Ricker's TV campaign premiered during the London 2012 Summer Olympics on WTHR and established the Ricker's brand and the "Get Pumped!" character and slogan.

Ricker's initial focus was its Ricker's Rewards program, which saves members up to 10 cents a gallon. With the help of the television campaign, 18 months later more than 60,000 Hoosiers are now signed up for Ricker's Rewards. Now Ricker's is expanding its focus to include in-store offers using the "Get Pumped!" concept.

"After our first campaign, we realized the power of television and the importance of associating the 'Get Pumped!' character with our brand," said president and CEO Quinn Ricker. "No other convenience store in America, as best we know, is currently doing this."

The new commercials, created by Indianapolis advertising agency Three Sixty Group, use the same "Get Pumped!" guy to introduce several new products unique to Ricker's like square donuts and gourmet cookies, all made fresh daily. Other commercials highlight Ricker's locally roasted coffee, its RickerPop and its Ricker's Rewards program that saves members 10 cents a gallon.

"Airing our new spots around the excitement of the Sochi 2014 Winter Olympics is the perfect opportunity to showcase our new products and remind customers to become Ricker's Rewards members," Ricker said.

In addition to the Sochi 2014 Winter Olympics TV campaign, Anderson, ind.-based Ricker's is now an Official Partner of the Indiana Pacers and the Official Coffee of the Bob & Tom Show.

"Like many of our marketing and media partners, we're homegrown, and making our brand more visible is one way we can help our customers save more money on gas while offering them high-quality products and the best convenience store experience possible," Ricker said.

Ricker Oil was founded in 1979 by Jay and Nancy Ricker in Middletown, Ind.; 10 years later, they purchased the company's first convenience store. Since its inception, Ricker's has grown to include 50 c-stores that employ more than 650 Hoosiers.

Keywords: 
loyalty, pos