Unleash Your Inner Freakz with Sheetz: A Creative Campaign Trail

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Sheetz introduced its "Made To Order" menu almost 40 years ago to increase sales. This customizable food option has become the hallmark of the convenience store chain, which has numerous stores in the mid-Atlantic region. Customers appreciate the ability to personalize their orders, leading to a dedicated fan base that Sheetz affectionately calls "Freakz."

Sheetz's latest campaign, "Sheetz Freakz," celebrates consumers who are in tune with their inner voices. The campaign features out-of-home ads, interactive social media filters, and more. At the heart of "Sheetz Freakz" are four 30-second TV spots that showcase consumers alongside puppet versions of their inner Freakz - a red plushie reminiscent of Taz from "Looney Tunes" and Animal from "The Muppets."

Each TV spot follows a similar format: it begins with a scenario (such as a couple preparing to watch their favorite show), followed by a "Feed Your Inner Sheetz Freak" title card. Then, a humorous insight is shared (like what happens when someone watches ahead without their partner), along with a quick-cut montage of customized food and quick convenience. The spots wrap up with the campaign's catchy tagline, "Why The Sheetz Not."

According to Tammy Dunkley, Sheetz's director of brand design, this campaign is all about strategy. It's about giving customers the freedom to get exactly what they want, how they want it, and when they want it. It's a feeling of liberation - the idea that they don't have to settle for anything less. That's why they choose Sheetz over other options, because Sheetz meets their needs better than anyone else.

Embracing Your Inner Freak

"Our consumers have a strong affection for the brand, which is why we introduced this lovable character to embody your inner Freak," the executive explained. "While everyone's preferences may vary, we all share a common bond and passion for the brand. So go ahead, embrace the unique desires that your inner Freak urges you to fulfill. Live boldly, take risks, add mozzarella sticks to your burger, and ask yourself, 'Why the Sheetz Not?'"

The main focus of the "Sheetz Freakz" ads is on the Freakz themselves. These creatures are depicted as balls of red fur that mirror the physical characteristics of their human counterparts, from their hair to their clothing and accessories. By bringing to life the inner voices of consumers, Sheetz is able to convey its brand values centered around humor and shared humanity.

According to Dunkley, the creator of the Freakz, the goal was for these characters to embody the brand's attitude from their actions to their movements and even the sounds they make. Every detail was carefully selected to ensure that the Freakz serve as a perfect representation of Sheetz's identity.

Sheetz decided to use physical puppets instead of CGI like other brand mascots. They focused on campy, simple humor that reflects the brand's personality.

Nicole Auman, Sheetz's director of brand marketing, described the puppets as endearing, cool, and fun. She mentioned how seeing them come to life adds a playful touch to the brand's story.

In order to showcase these stories in advertisements, the brand first gathered research-based information about consumers' important moments, preferred products, and how they typically place orders. This information served as the foundation for creating scenarios such as enjoying loaded nachos during game nights, ordering sandwiches for a cozy night of streaming, and picking up bags of fries while refueling the car.

Auman explained that they incorporated human truths and relatable moments into the ads, in addition to showcasing how people typically interact with their brand.

The ads, developed in collaboration with agency Red Tettemer O’Connell + Partners, effectively combine humor and informative content within a 30-second timeframe. They include two taglines, a compelling storyline, and a series of food and delivery visuals edited together in a style reminiscent of "hip hop montages" popularized by renowned directors such as Darren Aronofsky and Edgar Wright. One of the advertisements features a woman envisioning an adventurous "Thelma & Louise"-inspired road trip before ultimately deciding against pursuing the daring escapade.

Landing the joke

Dunkley praised the agency for their excellent job in effectively telling a story within just 30 seconds. "It takes skill to know the right moments to include in a short spot so that the audience walks away with the message you intended," Dunkley added.

The Sheetz brand name and its Freakz characters bring humor that some may find too risqué for certain brands. The use of language like "freak in the Sheetz" and the word "freak" itself can sometimes have a negative connotation.

Auman emphasized the importance of maintaining an edgy image without crossing into raunchy territory. The goal is to be purposeful with the humor, avoiding cheap laughs. The Freakz characters are mischievous but not extreme, taking calculated risks to stay true to the brand's identity.

As comedy continues to evolve, brands are finding new ways to use humor to connect with consumers. Sheetz understands the importance of being inclusive and making people feel like they are part of the joke, rather than being offensive. The use of humor in marketing has been on the rise, especially after the serious and gloomy tones that were prevalent in ads during the early days of the pandemic.

Dunkley pointed out, "After all the tough times we've gone through, the world is ready for some laughter again." He emphasized the need to tap into this shift and ensure that brands have a deep understanding of their customers. By recognizing and having fun with the universal truths of everyday life, brands can create engaging and relatable content for their audience.

Editor's P/S:

Sheetz's "Sheetz Freakz" campaign celebrates the unapologetically unique desires of its customers, showcasing the freedom and liberation that comes from embracing one's inner "Freak." Through humorous TV spots featuring puppet representations of consumers' inner voices, Sheetz effectively conveys its core values of personalization and shared humanity. The campaign's edgy humor and relatable scenarios resonate with audiences, creating a sense of inclusivity and belonging.

The deliberate use of physical puppets rather than CGI mascots adds a playful and campy touch to the campaign, reflecting Sheetz's fun-loving personality. By incorporating research-based insights into the storylines, the ads cleverly depict the moments and products that matter most to consumers, showcasing how Sheetz caters to their specific needs and preferences. The combination of humor and informative content within the 30-second timeframe demonstrates the agency's skillful storytelling abilities. Overall, the campaign effectively captures the essence of Sheetz's brand, celebrating individuality and the joy of indulgence while maintaining an edgy but not offensive tone.