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Case Study:
Growing market share.

Challenge
Wawa, Inc., a leader in the convenience store category, wanted to grow its prepared food and bakery business while protecting its strong a.m. coffee share.

Strategy
Historically, Wawa approached its marketing planning from a single product point of view (coffee, hoagies, etc.), and TV advertising was reserved for new product introductions, while radio was typically utilized exclusively for price promotions.

Result
The Ritter, Inc. “Your breakfast is ready” campaign included television and radio commercials, newspaper advertisements, outdoor boards, store signage and point of purchase materials, and featured multiple “breakfast” products.

Wawa Coffee sales exceeded those of the previous year. At the same time, sales of Wawa Sizzli® breakfast sandwiches and Wawa bakery products increased dramatically during and after the campaign.



Client
Wawa, Inc.

Category
Retail

Project
Integrated Advertising





© 2003 Ritter, Inc.


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