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    Wawa to Kick Off New "Urgent" Ad Campaign

    Promotion will try to spark more loyalty in areas outside Pennsylvania.

    PHILADELPHIA -- Wawa Inc., the leading convenience store chain in the Philadelphia area, is about to launch a new advertising campaign that will convey a kind of Philly urgency: "gottahava Wawa," reported the Philadelphia Business Journal.

    The chain will unveil its new campaign on billboards, transit ads, radio and in-store promotions across all of its markets -- all designed to drive greater sales at the company's 550 stores, with a sense of urgency.

    "We want to light a fire, show a bit of the aggressiveness of the area," said Brad Todd, a principal at Dallas-based Richards Group. "People run in and they run out of Wawa."

    With Wawa stores from Connecticut to Virginia, the campaign will try to spark more loyalty in areas where 7-Eleven or another chain might be the first choice. The privately held company, which registers $2 billion a year in sales, spends about $5 million to $7 million a year on advertising, according to industry sources.

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