Petro-Points
Petro-Points wanted to turn every Petro-Canada stop into a unique, rewarding experience. So we teamed up with Chef Laurent Dagenais to craft the ultimate snack “mashup” recipes and offered members 50% more points on snacks, ensuring that every bite is as rewarding as it is delicious.
While Petro-Points has delivered value to Canadians through fuel, car wash, and in-store savings for nearly three decades, their goal was to attract new members this summer by showcasing the many ways members can earn rewards and letting them experience some deliciously unique value.
Summers in Canada are a call for the open road – whether it’s long weekend road trips, cottage getaways, festivals, fairs, or late night drives under starry Canadian skies. However, with rising inflation and the increased cost of living, Canadians are becoming more cautious when it comes to travel plans. While 74% still plan to embark on a road trip this summer, many are adjusting their itineraries – 31% are opting for shorter distances, and 30% are planning fewer days on the road. We wanted to position Petro-Points as more than just a pit stop, but a go-to partner for maximizing value, ensuring that every summer journey feels rewarding and exciting, no matter the distance.
At the heart of every Canadian road trip lies a simple truth: no road trip is complete without a stop for gas station snacks – they’re a beloved part of the journey.
Recognizing that many Canadians enjoy the creativity, fun, and satisfaction that comes from DIY snack creations, we harnessed this spirit to connect with summertime road trippers, long weekenders, and food festival enthusiasts. With everyone craving new and exciting foodie experiences this time of year, we decided to take the concept of snack “mashups” to the next level, with Petro-Canada snacks serving as the main ingredient.
We partnered with renowned Montreal-based chef and social media personality Laurent Dagenais to create Petro-Point “SnackUps”, three exclusive recipes featuring his favourite Petro-Canada snacks, transformed into show-stopping dishes. And to make it easier for members to indulge in these elevated, one-of-a-kind creations while maximizing their rewards, Petro-Points introduced a compelling limited-time offer: members earn 50% more points on snacks – stretching their dollar further all year long.
“With all the loyalty memberships offered in Canada, it’s hard to encourage Canadians to sign up for another one. We wanted to make sure we were offering them something fun, and to look at Petro-Points in a new light. We knew one way to get people excited was to bring in a celebrity chef to mash up some iconic snacks.” – Vini Dalvi, CCO Publicis Canada
Together with Publicis Sport & Entertainment, we’re popping up at summer festivals and fairs nationwide, including major activations with exciting prizes at Toronto’s “The Ex” and Vancouver’s PNE Fair. Giving those who sign up for the program at the SnackUp tent a chance to spin a wheel and win a guaranteed prize, including gift cards, limited edition branded items, free snacks, and more.
Looking to level up your long weekend menus or road trip snacks? Check out Chef Dagenais’ new recipes, including “BBQ DORITOS-Crusted Chicken Wings,” “CHEETOS and TOSTITOS Nachos,” and the campfire-ready “OREO Ritz S’mores Bites,” at petro-points.ca/snackup and if your mouth starts watering, be sure to sign up for Petro-Points!