Kum & Go: Appealing to the Snaxpert in All of Us

Most convenience-store marketing focuses on the company’s superior products and low, low prices. But when Kum & Go wanted to stand out from the crowd in summer 2013, Strategic America found a better way: We focused on Kum & Go customers, particularly the Millennials, by positioning their stores as the home of the Snaxpert—snacking experts who run the gamut from old-school snack loyalists to those who bravely explore new snack combinations. Every aspect of the Snaxpert campaign was designed to be fun and engaging, and to position Kum & Go as the store that not only understands the Snaxperts’ needs, but has the variety of snacks and drinks that would make them feel right at home.