7-Eleven’s new ‘Roll-Up & Refuel’ campaign spotlights skate and car culture, celebrating loyal fans with deals, merch, and fuel for every lifestyle.
7-Eleven, Inc. is rolling out a new multi-channel advertising campaign that captures the energy and lifestyle of its most devoted 7-Eleven® customers. Developed to champion the role of 7-Eleven as a cultural pit stop for generations, ‘Roll-Up & Refuel™’ offers an authentic look into the lives of everyday customers by celebrating two of America’s popular subcultures: skateboarders by day and car enthusiasts by night.
Whether grabbing a Big Bite® hot dog and a Big Gulp® drink in-store or topping off at the pump, the campaign celebrates culture in motion, with nods to skate and car communities that have long embraced 7-Eleven as part of their day-to-day routine.
7-Eleven’s ‘Roll-Up & Refuel’ campaign consists of new broadcast advertising spots and social media content that underscore the brand’s role in helping customers stock up on their favorite snacks and sips while on the go. Whether it’s a quick bite between sessions at the skate park or a late-night refuel during a car meetup, 7-Eleven is always there to keep the momentum going.
The campaign will run in select markets in :30 and :15 second television spots, :30 and :15 second radio spots, out of home marketing, paid social, search and display, and streaming audio and video. The spots are also available to view on 7-Eleven’s YouTube, Instagram and TikTok channels.
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The campaign also highlights epic deals exclusive to 7Rewards® loyalty members including:
- $1 Big Gulp: Whether rolling deep with friends or flying solo, members can quench their thirst with a large $1 Big Gulp drink.*
- 7-Eleven Gold Pass™ Deals: Interested in even more deals? 7-Eleven Gold Pass offers members seven free drinks a month, fuel savings, zero delivery fees and exclusive delivery and in-store offers. New customers can try 7-Eleven Gold Pass with a 30-day free trial to explore the program.**
“This campaign brings to life the spirit of the communities who make us part of their everyday routine, and in return we’re showing up for our customers with the snacks, drinks and deals that keep them moving,” said Marissa Jarratt, Executive Vice President and Chief Marketing & Sustainability Officer at 7-Eleven. “From skate sessions and car shows to spontaneous pit stops, 7-Eleven is here to fuel it all.”
To celebrate the nostalgic nod to streetwear, 7-Eleven’s online merch store, 7Collection™, is teaming up with trailblazing skate label Dirty Ghetto Kids (DGK) for a limited capsule dropping July 18. Known for their unfiltered edge and street-born spirit, this three-piece collection blends culture and community through bold headwear, apparel and a limited-edition skate deck.
