7-Eleven breaks Big Deal Yeah campaign
By Rob Bale
Convenience store chain 7-Eleven Canada has begun a new campaign called “Big Deal Yeah.” The initiative, developed by Will of Vancouver, focuses on the value of shopping at the chain as well as its “fun and quirky personality.” The campaign also combines the two in-store brands previously offered by 7-Eleven into a single brand. The campaign includes a video in which a spokescharacter speaks the work “yeah” and holds it for seven minutes and 11 seconds. Viewers who watch the video to the end will see a QR code that can be redeemed for a free slurpee. The effort also includes social media videos in which the character promotes different products in parks, cars, basements and other locations. The campaign will run until Jan. 6.
“Fun is as essential to the 7-Eleven brand as Big Gulp and Slurpee,” said Lisa Lebedovich, executive creative director at Will. “So we leaned into the exaggerated yeah to not only highlight the emotional benefit of all of the great deals at Sev, but to do it in a way that only 7-Eleven can.”