7-Eleven Inc. is rolling out its biggest television advertising push in years as part of a marketing campaign to counter increasing competition from all sides and to gain a new look from shoppers.

The convenience store chain plans to spend more than $70 million this year on the campaign, more than doubling its marketing spending last year, according to a person familiar with the effort.

The TV commercials, which were directed by “Spring Breakers” director Harmony Korine, depict its customers as an eclectic group, including a roller-skating performer who makes good use of the parking lot, lowrider bike enthusiasts who circle the gas pumps and a band that orders 7-Eleven food and drinks delivered to its garage. The campaign is themed “Take It to Eleven.”

Company executives decided about a year-and-a-half ago they needed to tell consumers about their upgrades in food, operations and other areas, according to Marissa Jarratt, chief marketing officer at 7-Eleven, part of Tokyo-based Seven & I Holdings Co. “The company realized we’ve been investing in these big transformational initiatives and we’ve got to tell the consumer we’re changing,” she said.

Ms. Jarratt joined the company in late 2019 to pursue that work, but the pandemic intervened before the campaign got off the ground, she said. The shift toward e-commerce during the ensuing lockdowns and customers spending more time at home has given the campaign even more to do.

“Convenience is no longer our competitive advantage,” Ms. Jarratt said. It remains a key strength, she added, but the company has to innovate and not rely on convenience alone.

Convenience stores have done well during the pandemic, when many people turned to them for essentials, Ms. Jarratt and others said. Revenue at 7-Eleven grew in 2020 as overall visits declined but the average amount purchased during each visit grew, according to Ms. Jarratt.

As a whole, U.S. convenience store sales excluding gas totaled $161.6 billion in the 52 weeks through April 3, up 7.3% from the period a year earlier, according to research company NielsenIQ. That was faster growth than in the previous 52-week period, NielsenIQ said.

But the appeal of their business is attracting rivals.

“The good news is the value of convenience has never been higher,” said Jeff Lenard, vice president for strategic industry initiatives at the National Association of Convenience Stores. “The bad news is every other retailer also knows that in every other channel. No one is the ‘inconvenient’ store. Everyone is looking to serve that convenience customer. Some things that were thought of as exclusive to convenience stores are much less so.

“You go to any store and they are selling snacks and drinks at the register— Home Depot, PetSmart, you name it—they are selling some of the same items,” Mr. Lenard added. “And then the level of convenience is competing against the convenience of the internet.”

7-Eleven has built a team focused on innovation, experimenting with drone delivery of Slurpees and cashierless checkout at a store at its corporate headquarters in Irving, Texas, said Sucharita Kodali, a retail analyst at Forrester Research Inc. But its franchise model makes it difficult to make widespread changes quickly, she said.

Eighty percent of 7-Eleven stores are franchised, according to the company.

Ms. Jarratt said 7-Eleven is steadily improving its customer experience, including through initiatives such as its “evolution” store format. A new “evolution” location this month in Dallas, for example, integrates the chain’s Laredo Taco Company restaurant concept in a drive-through for the first time. Part of the goal is to show that “this isn’t just gas station food,” Ms. Jarratt said. “There’s real restaurant quality food at 7-Eleven.”

The new campaign, which was created with Dentsu Group Inc. agency 360i, will run for the rest of the year. In addition to traditional TV commercials in the U.S. markets where 7-Eleven operates, it will include ads on streaming TV, outdoor signs and billboards, radio, digital media and paid search, Ms. Jarratt said.

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In honor of its 95th birthday, American Airlines is donating 10 million AAdvantage^® miles to Make-A-Wish, the organization that creates life-changing wishes for children with critical illnesses, to help grant 95 wishes. With each wish granted, a child replaces fear with confidence, anxiety with hope and sadness with joy.

“We believe caring for people on life’s journey extends to those in the communities where American’s team members live and work,” said Ron DeFeo, American’s Senior Vice President of Global Engagement. “We have a long history with Make-A-Wish and we are proud to help bring joy and strength to children as they courageously fight their illnesses.”

As the longest-standing airline partner of Make-A-Wish, American has helped thousands of wish families experience the hope and healing that comes with a wish. Since travel costs are typically the largest wish-granting expense, donated AAdvantage miles are used to help wish families get to their destinations.

“Make-A-Wish is extremely grateful for our 30-year partnership with American Airlines. This generous gift of 10 million miles reflects the dedication of the American Airlines staff and their belief that wishes give children a piece of their childhood back,” said Richard K. Davis, president and CEO of Make-A-Wish America. “We are proud to call American Airlines a partner in our mission to create life-changing wishes for children with critical illnesses.”

Customers can support their own communities — including organizations like Make-A-Wish — through American’s Let Good Take Flight program. Through customer donations to Miles for Social Good, Miles for Global Health & Well-Being, or Miles for Heroes, American is able to make a difference in the lives of those in need.

American traces its roots back to April 15, 1926, when a Robertson Aircraft Corporation DH-4 biplane took off from St. Louis for Chicago carrying a bag of mail. Robertson Aircraft is one of many companies that later came together in 1930 to form American Airways, which was renamed as American Airlines in 1934.

American has revolutionized the industry throughout its 95-year history. The airline was instrumental in the development of the DC-3, which allowed American, and eventually other airlines, to carry enough passengers to make money without needing to rely on revenue from airmail contracts. In 1936, American became the first airline to fly the DC-3 in commercial service from New York to Chicago, forever transforming commercial aviation. American was the first airline to introduce nonstop transcontinental travel in 1953 and the first airline to hire an African American commercial pilot, Dave Harris, in 1964. AAdvantage was one of the airline industry’s first frequent flyer programs when it was launched in 1981.

About American Airlines Group
American’s purpose is to care for people on life’s journey. Shares of American Airlines Group Inc. trade on Nasdaq under the ticker symbol AAL and the company’s stock is included in the S&P 500. Learn more about what’s happening at American by visiting news.aa.com and connect with American on Twitter @AmericanAir and at Facebook.com/AmericanAirlines.

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