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CARY, N.C. -- Kangaroo Express' RooCup 2012 public relations campaign was named "Best in Show" during the North Carolina Chapter of The Public Relations Society of America's (NCPRSA) InSpire Awards banquet. Public relations firm Largemouth Communications, creator of the campaign, received the award on May 1 at the Morehead Planetarium and Science Center in Chapel Hill, N.C.
Kangaroo Express wanted the public relations campaign to build more loyalty among its customer base. The convenience store retailer and Largemouth crafted a program that was intended to "harness the already viral nature of the RooCup through social media and word of mouth campaigns, driving traffic to the stores," according to the PR firm.
Kangaroo Express brought back its popular RooCup for the 2013 season on May 1. The plastic cup costs $6.99 plus tax initially and can be refilled at Kangaroo Express locations for just 25 cents throughout the summer.
The c-store retailer sold more than 454,000 RooCups last year, an 80 percent increase vs. the prior years. In addition, the campaign received more than 335.6 million media impressions.
"I am immensely proud of the Largemouth team for delivering consistently strong campaigns that help clients such as Kangaroo Express achieve their business goals," said Brandon Bryce, president and CEO of Research Triangle Park, N.C.-based Largemouth Communications, which won the award for the second year in a row.
Cary, N.C.-based Kangaroo Express, a division of The Pantry Inc., operates more than 1,500 c-stores in the Southeast.