2012-02-03 20:39:16 - RaceTrac broadcasts gingerbread man on radio commercial promoting their coffee.

breensmith advertising, in conjunction with Melworks Marketing and HSB Media, recently broke a new advertising campaign centered around RaceTrac convenience store’s new coffee. The campaign, running in the Dallas, Atlanta, Tampa and Orlando, consists of several components including Outdoor, Print, Radio, and Interactive.

The radio features a peeved gingerbread man ranting about how silly coffee shops have become with drinks like the gingerbread skinny latte, while the print centers around other common sense lines like “Be your own barista” and “For coffee snobs on a budget.”

When asked about the focus of the work, agency creative director Chris Breen commented, “The spots were a lot of fun to work on, but what I think we are most proud of is how we

were able to payoff the strategy in a manner that might have otherwise gone unnoticed. To say we have coffee or even good coffee might have fallen on deaf ears. To really scream why our good coffee might be worth trying is really what we needed to get across. The truth is, everyday we’re shelling out three or four bucks for a cup. It’s kind of gotten out of hand, especially in tight times like these. We realized this bigger message is something that would resonate with both RaceTrac and their customers’ blue-collar persona. Really, the spots are about telling their customers how we get them and sort of celebrate their common sense.”

As for results, it’s early but the reaction has been positive with the client extending the gingerbread man concept into its digital efforts as well as awarding breensmith additional projects.

To listen to the spots, click on the following link.
www.breensmith.com/radio/

About breensmith:
breensmith is a full-service, non-traditional advertising agency located in downtown Atlanta. The agency client roster includes: CNN, Equifax, Fadó Irish Pub, The Weather Channel, Arena Football League, Stevi B’s Pizza and RaceTrac. For more information, visit breensmith.com or contact smith@breensmith.com


Contact: Tim Smith
Ph: 404.352.9507
Smith@breensmith.com