Viral Nation was challenged with creating a 360 summer campaign for 7-Eleven Canada that is in tune with Gen Z’s need for convenience, spontaneity and creating memories with friends by positioning 7-Eleven as the key player that lets Gen Z take the party anywhere with them this summer with fast and convenient food and snack options. 7-Eleven’s campaign would set them up to break through the noise and stand out from other brands on social media by garnering greater visibility, all while shifting their audience’s perceptions of eating fresh food from 7-Eleven.
7-Eleven wanted to establish a presence within the Gen Z demographic through a creative refresh in Canada of their content among all their social media channels and launching on TikTok. Viral Nation set out to create entertaining content targeted for the Gen Z demographic, all while positioning 7-Eleven as the first choice of convenience, driving consumers either in-store, to the 7-Eleven app or a third party delivery service.
The ultimate goal is to establish 7-Eleven as the pinnacle destination for fun, food, slurps and snacks during the Canadian summers.
With dynamic short-form video formats and lighthearted social content that appeal to Gen Z audiences, focused on showcasing the convenience, variety and fun elements that 7-Eleven could offer to help Gen Z customers create memorable summer experiences with their friends. Throughout the duration of the campaign, we curated content suitable for broadcast, social media and everything in-between.
7-Eleven is known for being able to satisfy cravings big, small and off the wall, no matter the time of day, and to amplify the craveable snack creations and combinations unique to 7-Eleven, we created their own language to describe flavors of different food combinations we call 7-Elevenisms. Combining sweet and spicy snacks from 7-Eleven makes a swicy snack, sweet and salty make swalty, and sweet and savory would be a swavory 7-Eleven creation. Building upon the idea of craveability, showcasing these craveable creations to engage viewers and prompt them to satisfy their cravings by stopping in-store, ordering via the 7-Eleven app or through a third party delivery app.
7-Eleven Canada, notable convenience store chain, approached Viral Nation to develop a new, summer focused social media campaign to position them as this summer’s top choice for Gen-Z customers seeking food and snack options, positioning 7-Eleven as the go-to destination for taking the party on the road.
Whether it’s a road trip out west, a pool party with friends or a mid-afternoon siesta, the swangy, the spicy, the swarty can fuel your party. Our focus was creating a 360 summer campaign that is in tune with Gen Z’s need for convenience, spontaneity and creating memories with friends by positioning 7-Eleven as the key player that lets Gen Z take the party anywhere with them this summer. Through a series of short-form videos and social media content targeted to appeal towards the Gen Z audience, we established 7-Eleven as the ultimate destination for a ‘slurptacular’ experience to satisfy food and beverage cravings, driving consumers in-store, or to the delivery app, all summer long, truly proving that it really is “Summer, 24-Sev.”
