QuickChek/New York Giants
Partnership Launch Campaign
Creative | Digital | Social | Out of Home | Activations
QuickChek, a prominent player in the fresh convenience sector, has been deeply embedded in Northern New Jersey and New York communities for over half a century. Embracing their local roots, they seized a significant partnership opportunity to enhance their visibility and brand identity by teaming up with the iconic New York Giants.
The campaign was meticulously designed from its initial strategy through to its visual identity, launch activations, and in-store signage. It aimed to be bold and attention-grabbing, standing out in a crowded outdoor market while emphasizing both visual appeal and the irresistible appeal of its offerings.
Campaign Strategy
New York Giants Fans
To encourage New York Giants fans to choose QuickChek subs as their everyday and gameday food option, the strategy focused on demonstrating genuine support for the New York Giants through partnership activities.
As a result, QuickChek can effectively position itself as the go-to food and beverage choice for Giants fans. This not only enhances brand affinity but also increases consideration and preference among this target audience.
QuickChek Customers
To engage QuickChek customers who are NFL/sports fans or connected to fans, the strategy emphasized QuickChek's support for the local New York/New Jersey sports market.
By effectively illustrating QuickChek's alignment with the local sports market and the New York Giants, customers will be more likely to add QuickChek subs and other partner products to their basket, enhancing both brand loyalty and sales.
Rally Pack Insert
Each year, New York Giants season ticket holders eagerly anticipate receiving a "Rally Pack," a box containing promotional items and sponsor information aimed at boosting excitement for the upcoming season. QuickChek included an insert in this year's Rally Pack to promote their upcoming line of New York Giants-inspired subs. This promotional effort reached a total of 21,000 fans and ticket holders, effectively teasing the launch of QuickChek's new product line.
Digital Signage
QuickChek prominently displayed its brand messaging at New York Giants home games through in-stadium pylons, L-wraps, LED ribbon boards, and video boards. Each regular season game featured QuickChek's branding for 28 minutes, for a bonus of 23+ minutes per game, maximizing visibility and engagement with fans and customers alike.
Online Presence
The brand partnership achieved season-long exposure through a comprehensive integration across multiple platforms. This included digital banner ads featured on the New York Giants website and app, as well as a dedicated partnership landing page hosted on QuickChek's own website. These efforts ensured consistent visibility and engagement with a broad audience.
Store Activation: Signage, Postcards & Coupons
During Fan Fest weekend, QuickChek unveiled its partnership with the New York Giants at a store event. The occasion included giveaways, food, and a special appearance by Giants alum David Tyree. The identities of two strong brands had been successfully merged, homing in on shared values like quality, commitment, and community.
Campaign Statistics at a Glance
QuickChek and the New York Giants launched their partnership in August with significant impact. QuickChek's insert was featured in the Giants Rally Pack, distributed to over 21,000 Giants Season ticket members. The partnership generated over 4 million social and digital impressions and garnered 28 minutes of gameday signage exposure. Following the launch of the NYG subs, there was an 11% increase in new members purchasing sandwiches compared to the pre-launch period.
