Score More before kickoff
project overview
Stripes wanted to keep the momentum of its successful Summer of More campaign going into football season. With more than 1,100 convenience stores in Texas and heavy competition for guest traffic, the brand needed a fall promotion that could drive trips, spotlight seasonal favorites, and give fans another reason to choose Stripes on game day.
Challenge
How do you turn everyday game day essentials into something fans actively seek out?
Stripes already had a strong value message. The opportunity was to make that value feel more seasonal, more ownable, and more exciting for Texas football fans. The campaign needed to connect low-priced drinks, snacks, tacos, beer, ice, and other tailgate staples under one simple idea that could work across digital, outdoor, and in-store.
solution
We turned refillable cups into collectibles, and collectibles into a reason to shop
After Stripes secured a licensing deal with the Dallas Cowboys, Ampersand helped transform the player cups into the centerpiece of the promotion. We created a football-themed Score More identity, built a full digital and POP suite, and used familiar game day language to make the campaign feel instantly recognizable to fans.
The campaign extended the “more” idea from summer, but gave it a fall-specific twist. The cups were not just reusable and refillable. They were collectible. That made every fountain drink feel like part of a bigger game day ritual.
results
A high-scoring promotion for fans, stores, and the bottom line
For Cowboys fans and Texans of all stripes, collecting a full set of player cups quickly became part of the tailgate experience. Cups started flying off shelves, and guests began searching for stores that still had inventory.
Ampersand also worked directly with the Stripes product team to build additional game day combos around the cups, including bottled sodas, ice, beer, water, beef jerky, and tacos from the brand’s fast casual offering. The collectibles gave guests a reason to come in, while the bundled offers helped raise average purchase
