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ALTOONA, Pa. — Sheetz Inc. released a new 30-second TV commercial to support the launch of its handmade, made-to-order MilkShakez brand.
The TV spot, "Ugly Cry," was created by Charlotte, N.C.-based Tattoo Projects and will begin airing April 30 in select markets across Pennsylvania, North Carolina and West Virginia.
MilkShakez are available at Sheetz locations just in time for summer. They are fully customizable, hand-made to order, and available during all dayparts.
"Sheetz is excellent at understanding and connecting with their target: millennials," stated Buffy McCoy Kelly, president and creative director of Tattoo Projects. "For an agency like Tattoo, which strives to make a mark with every piece of communication, Sheetz is the ideal client. Its vision, focus and decisiveness allow us to confidently pursue deep, meaningful connections."
Sheetz Consumer Insightz, the chain's internal research department, discovered widespread nostalgic feelings for milkshakes during the beginning stages of concept development. Tattoo Projects, which has a 10-year relationship with Sheetz, combined this insight with the Sheetz brand of humor and created a comedic take on the over-the-top emotions consumers feel for Sheetz MilkShakez and how they would react if one spilled.
"It's exactly the kind of work we expect from Tattoo," said Tammy Dunkley, Sheetz's manager of brand communications and advertising. "We have complete faith in Tattoo's understanding of our customers, and that trust results in truly exceptional, creative communications. The moment we heard it, the whole Sheetz team knew it was perfect for our brand, no question about it."
Altoona, Pa.-based Sheetz operates more than 500 convenience stores in Pennsylvania, West Virginia, Virginia, Maryland, Ohio and North Carolina.