A Fresh Perspective

A Fresh Perspective

Kum & Go is the warm and welcoming hotspot for gas, groceries and for communities to connect.

Founded in the late 1950s’, the cult convenience retail chain has grown to operate 400 stores in over 11 US states. They’ve always prided themselves on giving customers the choices they deserve and desire, so when convenience food preferences evolved to be fresher & tastier, they were quick to adapt.

To coincide with an overhauled fresh & flavourful menu, Kum & Go came to us to ensure the brand matched their modern approach to food. And the result wasn’t your average revamp, it was a complete 360-degree campaign and rebrand that included everything from humorous TV adverts to an irreverently playful brand world.

We began by defining a brand narrative of ‘empowered choices’. Leaning into the brand’s logo – the ellipse and connecting Kum & Go line – we built an upbeat and energetic world of patterns and playful illustrations. Meet “The Ampersandersons” – a collection of characters crafted to echo the chain’s joyful spirit. We retained Kum & Go’s iconic red and white brand colours and added a warm yellow, complemented by a secondary palette of uplifting orange, green, and blue, evoking a sense of vibrancy.

Punchy and bold, Gopher type delivers a personable and spunky tone of voice across all activations. A sharp, clean, and confident photography style draws out the mouth-watering flavour and quality of real ingredients. Finally, we retained the ampersand within the logo and reimagined it across the wider brand world as a recognizable signature & equity.

To build awareness of the new food offering and bring the design to life, we created a 360-degree campaign across TV, online, social media, radio and in-store channels.

Going by the name of “So Delicious It’s Distracting”, the tongue-and-cheek campaign plays on the idea that once you’ve tried the new Kum & Go menu, the delicious flavours will drive you to distraction with hilarious consequences.

The executions flex across various channels and moments in the customer journey to nuance the messaging and photography in a way that entices people into their nearest Kum & Go, whether it be from the local college football stadium or scrolling on social.