Because it’s loaded with taste even if you’re not.

Circle K is a brand of Couche Tard based primarily in the Southern United States. Ci was presented with a challenge to reach the target demographic, the so-called “bubbas”; typically long-distance truck drivers and tradesmen that frequented the highways where the Circle K stores were located. Through the strategic use of humourous billboard headlines and entertaining radio, basket sales were significantly increased and anecdotally, several drivers were seen pulled over, taking pictures of the billboards to text to friends and family. Check out the audio and billboard samples for a good laugh.