As financial pressures increase, Canadians are looking for more value in everything they buy — from coffee and snacks to everyday staples. To meet this need, 7-Eleven Canada and creative agency WILL partnered to re-invent the iconic chain’s value offering and launch it with an integrated campaign that taps into the brand’s fun and quirky personality. 

7-Eleven previously had two separate value brands in store and wanted to combine them to make their messaging more cohesive and their value proposition more exciting on shelves. With that in mind, the WILL team tapped into the celebratory feeling of finding a good price on your favourite foods and drinks and the new brand, Big Yeah Deal, was born.

“Simplifying our messaging so people understand the value that our flagship products and hot foods deliver is part of a larger re-positioning strategy for our brand,” said Susana Pulla, Director of Marketing at 7-Eleven Canada. “Big Yeah Deal is both a celebration and a promise of value to our customers in the playful, come-as-you-are tone people love about 7-Eleven.” 

To launch the new brand, WILL leaned into 7-Eleven’s offbeat personality by creating the world’s biggest yeah — a video of a charmingly quirky Big Yeah Deal hero holding a prolonged celebratory “yeaaaaaaaaaaah” for a fitting seven minutes and eleven seconds. To add to the fun, anyone with the attention span to last until the end of the video will be rewarded with a QR code that gives them a free Slurpee.

“Fun is as essential to the 7-Eleven brand as Big Gulp and Slurpee,” said WILL Executive Creative Director Lisa Lebedovich. “So we leaned into the exaggerated yeaaaah 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.”

The biggest yeah video kicks off the full campaign, which features a series of shorter, social-first videos of the Big Yeah Deal hero celebrating different 7-Eleven deals in parks, cars, basements, and even in auto-tune with his trademark “yeaaaaaah.” This playful tone is translated into more tactical pieces with the “yeaaaah” continuing across social, Uber, Twitch and out-of-home placements.

The campaign is in market until January 6th, ensuring that when people see 7-Eleven, they’ll say yeaaaaaaaaaaaaah!

 

Check out the videos below: