7-Eleven drives loyalty and looks to ‘build value’ in latest slurpee campaign

7-Eleven has launched a loyalty drive as part of its latest campaign with consumers receiving cut price slurpees until the new year if they buy a $1 wristband.

The convenience store chain has invested $1.5m in the push which includes a 15-second TV slot as well as press, radio and digital. Leo Burnett produced the creative for the ‘Slurpee Flavourfest’ campaign with OMD buying media for 7-Eleven.

https://www.youtube.com/watch?v=pSOXfHlL9vU

The promotion, which sees 7-Eleven introduce a different flavour each week over the 11-week lifespan of the campaign, will encourage customers to buy a $1 wristband which contains a barcode. This can then be used to receive a 30 per cent discount on each subsequent purchase of a slurpee until January 1.