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    RaceTrac Sets Out to Deliver More Engaging Experiences

    New creative agency will focus on integrated strategy.

    ATLANTA — RaceTrac Petroleum Inc. selected Resource/Ammirati as its new lead creative agency. The agency will be responsible for integrated brand strategy, advertising and all mobile, digital and social media initiatives. 

    "Resource/Ammirati is an ideal partner for RaceTrac as we continue to make our guests' lives simpler and more enjoyable, while driving smart and sustained growth with a strong focus on innovation," said Melanie Isbill, executive director of marketing at RaceTrac. 

    According to Isbill, the agency presented a sound strategy based on consumer insights and engaging brand creative to amplify its approach.

    "We look forward to seeing how the innovative plans for digital and social media engage new visitors and give our loyal TracFanatics more reasons to love us," she added.

    New work from Resource/Ammirati will debut in the second quarter.  

    "We're excited to partner with RaceTrac as it continues to evolve its brand, retail offering and adds new fresh food options. It has been honored as a retail innovator who is one step ahead of the category by truly putting their guests first, operating with the mission of making people's lives simpler and more enjoyable," said Deirdre Egan, managing director of Resource/Ammirati Chicago.

    "We see tremendous opportunity to turn this brand conviction into more engaging experiences for their many TracFanatics, as well as attract new ones," Egan continued.

    Atlanta-based RaceTrac operates more than 400 convenience stores in Georgia, Florida, Louisiana and Texas. 

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