7-Eleven continues to invest in driving growth in its “quality” food offer with the launch of a ‘Good food to go’ campaign across television, out-of-home and social media.
Developed by Leo Burnett Melbourne, the campaign launched this week across Melbourne, Sydney, Brisbane, Perth, northern and southern NSW and regional Queensland. It features the 7-Eleven BLAT (bacon, lettuce, avocado and tomato) sandwich, tuna sushi and Chicken Caesar wrap – all of which are available for just $2 on Wednesdays, a deal that began this week and ends on February 21.
According to 7-Eleven Head of Brand and Communications Jessica Richmond, the brand’s quality food on the go, combined with the chance to sample an item from the range for $2 on Wednesdays during the promotion, is expected to deliver strong growth in the category.
“Over the past few years we’ve seen more and more customers trying and enjoying our 7-Eleven-brand food on the go, which has led to strong sales growth,” she said. “We know our sandwiches, wraps and sushi are delicious and perfect for a quick lunch, but we also know that, for some people, there’s still a stigma around food from convenience stores.
“This campaign aims to disrupt these perceptions, by telling customers about our delicious, delivered-daily food, such as our ‘craveable’ BLAT sandwich, our tasty tuna sushi, and our juicy Chicken Caesar wrap … Customers can try our $5 sandwich range and all sushi packs for only $2 on Wednesdays [during the promotion]. This gives new customers the opportunity to try a range of products, and our existing food-on-the-go customers great value.”