Commentary August 25, 2021
Beloved Philly Brand Gets ‘Run’ Merch and I Want It
No, it’s not “Rocky”-inspired. It’s the next best thing.
Wawa fans, assemble. Some sick merch is on the way.
If that hits you at a soul level, you’re probably located in the Philadelphia/South Jersey area or once were (although we Philadelphians are usually lifers). If you’re confused, I’m sorry. You’ve been deprived of one of life’s deepest joys.
Let me explain. Objectively, Wawa is a chain of convenience stores known for its hoagies (subs for some of you, so weird), hot coffee and quick snacks, but it’s so much more than that. It’s your before-work breakfast run, “OMG I’m starving” chips and energy drink stop, and late-night sandwich visit after bar-hopping. However you’re feeling − elated, melancholic, optimistic, disappointed − the bright lights of Wawa await, eager to serve up pretty much any kind of food you can think of, as well as fee-free ATM withdrawals and relatively cheap gas.
The friendly Wawa sign is a familiar beacon that says, “We have what you need,” including liquid fuel for both people and their cars.
When my sister returned from an overseas trip a few years ago and I picked her up at Philly International, she had one wish: a Gobbler sandwich awaiting her in the car (for the uninitiated: it’s a seasonal Wawa offering that combines all your favorite Thanksgiving foods). And I’ll never forget the time a brand rep just coming from a nearby grand opening pulled up during my picnic lunch with coworkers outside ASI and gave us branded lunch bags, signature travel coffee mugs and coupons. Like Rocky running up the Art Museum steps, their swag collection and brand image is undeniably strong.
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As far as Philly-defining, Wawa’s right up there with Ben Franklin, Rocky, the Phillies, cheesesteaks and soft pretzels. It’s so popular that it recently played a supporting role in Mare of Easttown on HBO, which takes place in Delaware County (Delco, a Philly suburb). A brand-new Delco Wawa location even hosted a special day in June to celebrate the show.
Um, Mare of Easttown Day is poppin’ at @Wawa pic.twitter.com/EUS3Vci65A
— Stephanie Farr (@FarFarrAway) June 10, 2021
So it makes total sense that Wawa now has its own pair of sneakers for those late-night sandwich runs (get it?). The company recently teamed up with Philly-based sneaker designer and manufacturer Garrixon to release Nikes featuring Wawa colors and “Wawa Run” on the side.
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But − cue the FOMO − they’re only available to 10 winners who enter the #WawaRun Gear Sweepstakes from now through Aug. 30 by engaging with Wawa on Instagram. Lucky recipients will get a “custom hoagie-inspired shoebox,” according to the company (complete with logoed step-and-repeat wrapping that normally swaddles sandwiches), along with a Wawa gift card. Tents, coolers and cameras are also available in the end-of-summer contest.
Yes, it’s cheesy. No, these sneaks aren’t what I would normally wear. But “we stan” Wawa. And I’m not alone.
Communities love the brands that define them, and that’s an opportunity for promo firms that serve them. Even a local mom-and-pop could have a special release and unboxing of exclusive swag − brand stunts have value, say marketing experts. And your client doesn’t have to be a chain with 900 locations, like Wawa (not enough, in my opinion). If the company’s social media game is solid and engagement is pretty steady, they have a good chance of increasing buzz with unique swag.
And it doesn’t have to be fancy footwear. Take the Keran family in Minnesota. They decided to start a branded apparel company called Love the Fair that imprints shirts with names of popular local food vendors at the massive State Fair that begins this week. The family spotted an opportunity after the event was canceled last year. “We see the passion that surrounds the fair community,” son Sam Keran told local media, “and we want to be a part of connecting everyone back together.”
Honestly, I am loving this shirt for obvious reasons.
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Local swag can be sold online, like Love the Fair, or have a FOMO element like a limited-time contest or Wawa’s sweepstakes that ups the engagement ante.
Bottom line: Don’t underestimate the passion that locals have for their beloved community brands, especially after the challenging year we’ve had. Take a tip from Wawa that’s got the lovable brand game down pat, and suggest a unique merch item distributed in a fun way. It could bring some much-needed comfort and neighborhood unity that we’re all starving for, like that Classic Italian hoagie.