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    Kum & Go's New Campaign Emphasizes the '&'

    Approach focuses on the little extras the chain delivers.

    WEST DES MOINES, Iowa — Kum & Go LC launched a new campaign to bring its brand to life in-store and through advertising in the markets where it operates. Starting Monday, the campaign seeks to show that Kum & Go delivers more by focusing on the little extras that its customers deserve, captured by the new tagline, "Where & means more."

    "As we talked with our customers and our associates, they told us that we had two great strengths we should emphasize," said Senior Vice President of Marketing Chris Jones. "The first is that our customers love that Kum & Go goes above and beyond for them; and the second is that they really appreciate we are a family-owned business that is committed to giving back to the communities we serve."

    The "&" will be the symbol that tells customers there is something special for them inside the store. This will range from promoting special deals such as "Buy a pizza & get a second pizza for just $3," to the Kum & Go history of when W A. Krause and T.S. Gentle founded the business in Hampton, Iowa, in 1959.

    "...We set out to communicate our brand promise of always delivering more than customers expect," Jones said. "We're doing that by using the power of a simple icon — the ampersand — to put a spotlight on Kum & Go's ongoing commitment to give customers the extras they deserve. It's fun that this symbol for the difference of Kum & Go — the extras we do for our customers — has always been there, right in the middle of our name."

    In its advertising, Kum & Go will tell customers about the "Story of More" that led to the use of the ampersand today. The promise of "Where & means more" appears in multiple advertising platforms, including television, digital, radio and outdoors in select Kum & Go markets.

    "We think it's great that our founders' idea of delivering more was the inspiration for how we still operate today. We really want to celebrate what makes Kum & Go unique from the moment you walk through our doors," Jones concluded. "This campaign has already resonated in so many ways with our customers and associates. It honors our history as a company, and [we] look forward to exciting offers and experiences for Kum & Go customers."

    More information on the campaign is available here.

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