Casey’s Names Tombras as Brand Agency of Record

Casey’s, the third largest C-store in America (behind 7 Eleven and Circle K), has named Knoxville-based Tombras as creative brand agency of record (AOR). This follows a competitive consultant-led review by Stone Soup that included some of the industry’s top players.

With more than 2,400 locations and more being added each year, Casey’s is in growth mode and doing what it takes to ensure it can capitalise over the long haul. It started by reinventing its in-store experience, launching a new e-commerce site, loyalty programme, and mobile app. Additionally, in a bid to stand out further, Casey’s also invested heavily in creating a competitive pizza offering. 

Casey’s is one of America’s fastest-growing convenience brands, and the fifth largest pizza chain (behind Pizza Hut, Domino’s, Little Caesars and Papa John's). The brand's pizza is something that Tombras plans to capitalise on, intent on making Casey’s even more well known for their pizza than ever before. The brand’s momentum combined with Tombras’ ability to connect data and creativity for business results makes the agency the ideal partner.

With over 2,400 locations in 16 states across the US, Casey’s has appointed Tombras at a time of rapid expansion for the company, which is focused on acquiring properties and opening stores in new locations. Darren Rebelez, who joined from IHOP as CEO in 2019, closed out Casey’s Fiscal 2022 as the most acquisitive year in the company’s 55 year history, with Casey’s growing by 228 stores. Expectations for fiscal 2023 include adding approximately 80 stores, comprising new builds and acquisitions. 

Casey’s rewards programme boasts 5.7 million users and accounts for 37% of transactions, signalling the company knows how to maintain and grow a customer base and create an experience worth coming back to.

“Casey’s is thrilled to start the next chapter of our marketing journey with Tombras. We will build deeper relationships with our guests through an omni-channel approach with compelling creative as we keep Casey’s relevant for the next 50-plus years. From our iconic, handmade pizza, to private label products and our popular loyalty programme – Casey’s Rewards – Tombras will help us bring our brand to life in new, bolder ways,” said Art Sebastian, VP of Omnichannel Marketing at Casey’s. 

As brand AOR, Tombras will help ensure Casey's relevance for years to come, all the while attracting a new customer base without alienating current customers. And, with extensive convenience store, QSR, and restaurant experience knows how to build brands at scale and enter new markets. 

“Magic often comes from the most unexpected places – like a gas station with the ambition to be famous for its pizza. That’s what excites me the most about working with Casey’s. The brand’s pizza is shockingly good, and we can’t wait to turn heads in this competitive category with some deliciously bold creative work,” said Jeff Benjamin, chief creative officer at Tombras.

Tombras officially began working with Casey’s on January 1st, and the first work is expected in March, with brand work to follow soon after.