As AOR for Racetrac, we wanted to give them a campaign that not only made their on the go, affordable food seem appetizing, but that tapped into a genuine consumer truth. Gas Pump Thoughts was born out of the reality that while pumping gas, our minds tend to wander to crazy spaces. Like what if you took the flavors of Sweet Baby Rays barbecue sauce, put it on a slice of pizza, and served it inside a gas station convenience store for a limited time? That “what if” became a reality in the form of our mini campaign, CARBECUE.

Social helped drive demand, get people’s mouths watering, and spread the word of just how sweet the world could be with some Sweet Baby Rays barbecue pizza.

Accompanying social posts enticed people to stop by Racetrac and give their tastebuds a treat.

What happens when you get a brief that says “make something incredible telling the world about the return of one of our best selling Limited Time Offers without shooting anything?” You take to the internet and create an entire spot with previously shot footage and UGC and make work that left consumers—and clients—happy.