7 Eleven’s new campaign was created by Clemenger BBDO
7-Eleven Australia has launched a national advertising campaign to reinforce its position as the market leader in convenience as it faces increased competition.
The campaign, created by Clemenger BBDO, aims to help the brand compete against the growing competitive set as the convenience category expands with the rise in delivery apps such as Uber, DoorDash, MenuLog and Milkrun.
With customers now able to order most products for delivery, 7-Eleven competes with restaurants, supermarkets and pharmacies for business, despite being the market leader in the convenience category.
The national advertising push aims to help the brand reposition as a convenient neighbourhood store and signifies a shift away from product- and price-focused marketing to storytelling communications in a bid to drive stronger customer engagement.
It’s part of an overall strategy to provide a greater customer experience through digital services such as in-app purchasing and delivery, in addition to a rollout of loyalty programs and self-checkout services in the future.
The “Anytime is 7-Eleven time” campaign brings to life the brand’s purpose “to make every day a little easier for Australians”, 7-Eleven general manager of marketing Adam Jacka said.
“We want Australians to think of us as their more convenient neighbourhood store. From the moment they wake up to the moment they go to bed, 7-Eleven can meet their needs.
Our brand purpose is about making everyday (life) easier so Australians can live a good life.
“Whether you’re an early riser or a shift worker, the reality is that cafes aren’t open for every Australian’s needs in the morning or evening.
Supermarkets close at 9pm or 10pm.
7-Eleven general manager of marketing Adam Jacka.
“We talk about modern life, but the reality is modern life is not 9-5 it’s not even 6-10, it’s a 24/7 operation for many families across Australia and we are trying to build product ranges for that, with products people love, that taste great, that are fresh and great quality, that aren’t available everywhere.
Then we try to bring them to customers through the superpower of convenience,” he said.
“We talk about trying to shave milliseconds off the everyday experiences because we know when you’re interacting with 7-Eleven, you expect a seamless, frictionless experience.
So that’s our challenge, whether that is in-store or delivered to your door faster.”
It comes as the business continues to accelerate an ambitious growth strategy that will see it open 1000 stores by 2030, following its full acquisition by 7-Eleven International.
“The brand ambition is significant, and this is not a launch-and-done campaign moment.
This is the start of a long journey for us,” Mr Jacka said.
“We have got great momentum, great sales in the business, great market share positions, but we feel like we are just getting started.
We have a really good platform and we are excited about how this new brand proposition and new enterprise ambition show up over the next few years.
7 Eleven’s new campaign was created by Clemenger BBDO
“Ultimately, this is about getting more Australians to think about us for more moments in their day.”
The campaign also aims to help people think differently about 7-Eleven, said Clemenger BBDO managing director Thomas Penn.
“It’s about showing how 7-Eleven provides more people with more products, and holding a mirror up to the way that people currently experience the 7-Eleven showing that regardless of where you are, who you are and what mission you’re on, there’s a local 7-Eleven that can service your need at any given point in time,” Mr Penn said.
The campaign will include activations and podcast partnerships to showcase “the quirky and unexpected ways customers use 7-Eleven”.
The ads will run across OOH, BVOD, YouTube, radio, podcasts, digital, social and Uber advertising channels.
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