Sheetz Convenience Stores Cries Over Spilled MilkShakez

CHARLOTTE, N.C., April 25, 2016 /PRNewswire/ -- Sheetz Convenience Stores is releasing a new TV spot in support of their hand-made, made-to-order MilkShakez. The spot, "Ugly Cry," begins broadcasting April 20 in select markets across PA, NC, and WV. Created by Tattoo Projects, the 30-second commercial is sure to have you tearing up with laughter. Sheetz, the 500-store convenience chain, serves made-to-order food and drinks across the Eastern United States. Tattoo Projects, the Charlotte-based award-winning advertising agency, has a ten-year AOR relationship with the 60-year old, family owned chain. Together, they create bold, daring creative, pushing the envelope with every new ad campaign.

Sheetz is rolling out new, hand-made and made-to-order MilkShakez just in time for summer. The brand prioritizes variety, customization, and serving customers 24/7. As such, the MilkShakez will be fully customizable, hand-made-to-order, and available at any time of day. Sheetz wanted all of these qualities to come across in a way their consumers could relate to.

"Sheetz is excellent at understanding and connecting with their target, Millennials," says Buffy McCoy Kelly, President and Creative Director of Tattoo Projects. "For an agency like Tattoo, who strives to make a mark with every piece of communication, Sheetz is the ideal client. Their vision, focus, and decisiveness allow us to confidently pursue deep, meaningful connections."

Sheetz Consumer Insightz, an internal research department, played a vital role in the beginning stages of concept development. Research revealed widespread nostalgic feelings for milkshakes. Taking this insight and combining it with the Sheetz brand humor, Tattoo Projects flipped this deep, emotional connection upside down. Literally. The end result is a funny and provocative take on over-the-top emotions for Sheetz over-the-top delicious MilkShakez.

"It's exactly the kind of work we expect from Tattoo," says Tammy Dunkley, Sheetz Manager of Brand Communications and Advertising. "We have complete faith in Tattoo's understanding of our customers, and that trust results in truly exception creative communications. The moment we heard it, the whole Sheetz team knew it was perfect for our brand, no question about it."

"Ugly Cry" begins broadcasting April 20 in select markets across PA, NC, and WV. Billboards, digital video, digital radio, and animated banner ads round out this latest campaign from Sheetz and Tattoo Projects.

About Sheetz, Inc.
Established in 1952 in Altoona, Pennsylvania, Sheetz, Inc. is one of America's fastest growing family-owned and operated convenience store chains, with more than $6.9 billion in revenue and more than 16,000 employees. The company operates over 500 store locations throughout Pennsylvania, West Virginia, Virginia, Maryland, Ohio and North Carolina. Sheetz provides an award-winning menu of M•T•O® sandwiches and salads, which are ordered through unique touch-screen order point terminals. All Sheetz convenience stores are open 24 hours a day, 365 days a year. For more information, visit www.sheetz.com or follow us on Twitter (@sheetz), Facebook (www.facebook.com/sheetz) and Instagram (www.instagram.com/sheetz).      

About Tattoo Projects
Tattoo Projects, founded in 2006, is a creative marketing studio located in the historic Cotton Mill building in uptown Charlotte. Tattoo is home to international award-winning talent, including creative directors, art directors, writers, and production staff. The group's portfolio consists of creative marketing for clients who include Hoover vacuums/ TTI Floorcare International, Sheetz Convenience Stores, UNC Charlotte, Cozi.com, Dale Earnhardt Foundation, John Deere, Switzerland's Valais Water and Frey Chocolate. Tattoo is known for creating daring work that gets noticed – and leaves indelible impressions, hence the name.

More about Tattoo at: www.tattooprojects.com, www.facebook.com/tattooadvertising,  Twitter: @TattooProjects

TATTOO PROJECTS CONTACT INFO:
Buffy McCoy Kelly
704-900-7150
[email protected]

Spot: "Ugly Cry"

CREDITS
Client: Sheetz
Director of Brand Strategy: Ryan Sheetz
Brand Manager: Tammy Dunkley

Agency: Tattoo Projects
Creative Director: Rudy Banny
Creative Director: Buffy McCoy Kelly
Senior Copywriter: Liam Soren
Art Director: Rudy Banny
Art Director: Liam Soren
Account Executive: Katie Czyzewicz
Director of Production: William Boyer

Production Company - MKFILMS / Tattoo Projects
Headquarters, Chicago, IL.
Director - Rudy Banny
Director - Darren Weninger
Producer- Rachel Waters
Broadcast Agency Producer: William Boyer

Edit - William Boyer
Post Producer - William Boyer
Color - Gabriel Kaunitz
Sound Mix - Bare Knuckles 

Video - https://www.youtube.com/watch?v=Tka95TDbWuQ  

SOURCE Tattoo Projects