In the crowded convenience retail category, shouting louder isn’t a strategy — especially when promoting everyday items like pizza, coffee, and breakfast sandwiches.
RaceTrac needed to break through the noise and drive consideration without relying on costly media buys. The mandate was clear: deliver measurable ROI while creating disproportionate impact.
Competing on product claims alone wouldn’t earn attention. In a category defined by sameness, personality wins.
The opportunity wasn’t just to advertise food — it was to create entertainment. By tapping into humor, originality, and social-native behavior, we could transform routine menu items into shareable cultural moments.
Luckie’s creative team wrote and produced original, catchy songs celebrating RaceTrac’s pizza, coffee, and breakfast sandwiches — turning value messaging into entertainment.
We introduced Phil the RaceTrac Employee, a character who performed the songs and quickly became a recognizable, ownable face for the brand. By extending Phil into social media through meme-worthy content and viral-style challenges, we converted paid messaging into organic momentum
