7-Eleven rolls out US$10 million brand campaign in Australia

Produced by Leo Burnett Melbourne, the campaign uses the tagline ‘Good call’ and features people in a variety of everyday situations with a simple need – some hungry, some thirsty, and even some who have just forgotten to get milk. As soon as the need pops into their head, 7-Eleven is there with the solution.

TVCs will air on commercial free-to-air television, consisting of two 30-second spots and two 15-second spots. Outdoor elements will also feature heavily, with supersites, trams sides, bus wraps and metrolites in Melbourne, Sydney and Brisbane. 

In explaining the creative idea behind the campaign, Jason Williams, executive creative director at Leo Burnett Melbourne said, “Popping into a 7-Eleven to grab what you need isn’t a complex thought process. We wanted an idea that was simple, could talk to a variety of different customers and really captured the problem-solving nature of 7-Eleven in a light-hearted, positive way”.