Some Cravings Have Their Own Gravity

    Creative Experiences
    Content

Challenge

Convenience store visits are built on habit. You stop for fuel, grab a drink, and barely think twice. It's a category that competes on the same things every time: product claims and price. When RaceTrac teamed up with Digitas, the goal was to break that pattern, deepening the brand's bond with its blue-collar regulars while pulling in a growth audience of busy, on-the-go parents.

Insight

In a world pulling people in a hundred directions, the reliable choice becomes the craveable one. Loyalty, at its truest, isn't a decision people make. It's a pull they can't resist. So rather than lean on price or product claims, the campaign would dramatize that pull itself, turning an emotional truth about craving into the engine of the work.

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Digitas and RaceTrac built the One Trac Mind campaign around a single idea: the pull made literal. Across four :30 hero spots, everyday people were swept off their feet, dragged across parking lots and yanked through RaceTrac doors as they chased their go-to cravings.

Each execution centered on a different craveable moment, from hot food to cool drinks, so the spectacle always landed on real product payoff. It was a hyperbolic take on a familiar behavior, turning a routine stop into something impossible to ignore—even in sound-off environments.

Lady flying, blond, wearing long sleeve top
Man being pulled outside, in blanket and wearing pajamas

The work included practical stunts with wirework, physical rigs and real environments, including a full-scale RaceTrac store build and on-location shoots. That craft-first approach gave the spectacle weight and believability, keeping it tactile and grounded even as it pushed into the surreal.

The pull then extended everywhere. The campaign rolled out across TV, OLV and CTV with the :30 hero films, then carried the same idea into :15 and :06 cutdowns, social-first edits, radio and OOH, so every touchpoint pulled in the same direction.

In a category that competes on price and proximity, RaceTrac borrowed the language of blockbuster storytelling and showed up bigger than convenience retail ever had. The work tapped a broader cultural shift, away from passive routines and toward the rituals people actually crave, and proved that the RaceTrac stop was never just a habit. It's a pull you can't fight.

  • 94%

    Top-of-mind Brand Linkage

  • +32pts

    Motivation to Visit

  • +27pts

    Brand Goodwill