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DALLAS – The accolades for 7-Eleven Inc.’s "Simpsons" promotion of summer 2007 keep rolling in, as the company and its agency, FreshWorks, was recognized with five awards during PROMO magazine’s PRO Awards event in Chicago for outstanding promotion marketing campaigns in the world.
The convenience retailer and its marketing and advertising consortium received the Best Overall Pro Award for the 2007 "Simpsons Movie Kwik-E-Mart Experience" the company stated. The campaign highlighted 7-Eleven stores’ fresh foods and proprietary beverages through a promotion for Twentieth Century Fox’s "The Simpsons Movie." And, a dozen 7-Eleven stores in North America were transformed into Kwik-E-Marts, the fictional convenience store featured in “The Simpsons” TV show.
"This campaign was nothing short of phenomenal for our stores and customers," 7-Eleven President and CEO Joe DePinto said in a statement. "We hit the sweet spot with consumers, some of whom traveled across state lines to join the fun at 7-Eleven-turned-Kwik-E-Mart stores. It’s a prime example of how 7-Eleven understands its customer and their passion points. Through our marketing, store transformation and products, we delivered in a way that delighted them. I am very proud of the great work done by our marketing team, store operators and franchisees."
Adding to the promotion was specially designed products from the TV series that were made by 7-Eleven suppliers and available in 7-Eleven stores, such as Squishee-named Slurpee drinks, KrustyO’s cereal, Buzz Cola and Sprinklicious doughnuts, the company stated.
In addition to winning the crystal 2008 PRO Award, FreshWorks and 7-Eleven took the top spot in five other categories:
-- Best Use of Event Marketing using More than Five Venues
-- Best Sponsorship or Tie-In Campaign
-- Best Campaign Generating Brand Awareness and Trial Recruitment
-- Best Idea or Concept
-- Best Retail/Co-Marketing Campaign
-- Best Use of P-O-P
"We are very honored to be recognized with FreshWorks as the company created the most ingenious idea in 2007," Rita Bargerhuff, 7-Eleven’s marketing vice president, said in a statement. "The campaign took months and months of preparation, but it was worth it. We entertained the public, attracted new customers and increased sales of fresh food, which was our goal."