Insight:
When browsing the aisles of C-Stores, people make quick purchasing decisions based on an impulse or emotional connection that often outweighs cost. As a result, private label brands and products often get passed over because they lack character and the ability to connect with shoppers.
CLIENT
CEFCO
SERVICES
Market Research
Brand Positioning Strategy
Brand Identity & Design
Naming
Packaging & Physical Assets
Creative Strategy
Idea:
Create a bold and impactful private label brand, with a snarky southern charm, that would quickly differentiate it from other well known brands and resonate with their core demographic of young male, blue collar workers.
Impact:
The bold Y’ALL branding transformed CEFCO’s products into must-have items, with many of their snacks becoming top sellers in stores and generating significant buzz at industry trade shows as a standout example of C-Store product and brand differentiation. In the months to follow, CEFCO stores were acquired in an all-cash transaction for $1.145 billion.
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