People think of 7-Eleven most often for gum, chips, soda and cigarettes. But 7-Eleven actually has one of the most progressive fresh food delivery systems in the nation. Also, they've come out with a hot foods platform that allows stores to prepare tacos, pizza and wings for customers in under 3 minutes.

But how do you get people to think of 7-Eleven in a new way? How do you get them to think of the stores as a viable food destination.

We created "The Flavor Of" campaign for the San Diego market. And we launched with television spots and outdoor boards that focused on the wide variety of craveable items that customers might not expect from 7-Eleven. All done in a lifestyle execution that sought to redefine the stereotypical 7-Eleven customer.