RaceTrac | House Products Campaign

Creating Brand Love Through Song

The Opportunity

RaceTrac tasked us with finding a way to talk about their pizza, coffee, and breakfast sandwiches that could cut through the noise in a saturated category.

Removing the Luck

We created original songs with lyrics and music composition, done by in-house Luckie Creative, that highlighted these amazing products in a playful way. Next we created a character, Phil The RaceTrac Employee, to perform these songs, further strengthening brand recognition while providing a bit of humor to engage our audience. We took Phil to social, meme-ifying clips from the spots paired with competition-like challenges that got people dancing and talking; turning this idea into a series of memorable experiences through organic, relatable content.



Increase in brand familiarity


Increase in favorability


Increase in aided awareness
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