Mac's Convenience
Stores Inc.
Twenty-four-seven, three-sixty-five.
Our kind of client.

Mac's Convenience Stores Inc. (western Canada) is a great example of our fully-integrated approach to marketing. As more competition emerged in the convenience store category (especially from non-traditional competitors like mainstream grocery stores), Mac's determined to set itself apart. To convey the corporate commitment to better service and continuous innovation, the brand promise "here, when you need us." was created, spawning campaigns focusing on Mac's many solutions to life's little inconveniences.

Thirsty for TXT messaging.
Mac's Froster campaign '07.

The youth of today – so thirsty, and so interweebed! How do you connect with the most jaded, most attention-deficited, and most judgmental generation ever? Well, you start by screwing around with their not-so-secret online and TXT message slang.

For the transit shelters, the posters first show the common online question “WTF?”, with no further explantion other than the hidden Froster logomark and the slush background. After a few weeks, the new Froster translation of WTF is revealed: “Where’s The Froster?” – which is answered by the Mac’s Logo.

This messaging strategy was also used before movies which asked the audience to “STFU” (Suck The Froster Up), and on the in-store cups which exclaimed “GTFOOH!” (Get The Froster Out Of Here).