• by Tanya Gazdik , June 21, 2012

Jiffy Lube is launching the first franchisee-funded national ad campaign in more than two decades.

The campaign for the Houston-based retailer emphasizes the brand's mission to help make vehicle preventive maintenance a worry-free experience.

Created by JWT Atlanta, with media buying handled by Mindshare, the integrated campaign includes TV, radio, print, digital and social media components.

The digital activation includes strategic buys on top online properties such as MLB.com and MSNBC.com to coincide with the 2012 Olympic Games. Additional activations will follow and the campaign creative is available to Jiffy Lube franchisees to support local marketing efforts.

Insight used in developing the campaign was gathered from drivers to help shape campaign direction and to help inform about changes to the businesses.

The company recently completed a system-wide store re-image program to create a more modern and comfortable customer experience.

Additional changes are being implemented to support the Jiffy Lube commitment to worry-free car care. For example, a new Jiffy Lube pledge -- which outlines the "Leave Worry Behind" promise -- is now clearly visible in service centers across North America.

The brand will also expand its social media presence with a new Jiffy Lube Facebook page, designed to provide fans with helpful tips and information, and to more directly engage with customers and solicit feedback in real-time.

With drivers holding on to their cars longer, preventive maintenance is more important than ever, said Jeffrey Lack, Director of Brand Marketing for Jiffy Lube International.

"Jiffy Lube wants to be the provider for drivers looking to maintain their vehicle and keep their ride on the road for the long-haul,” Lack said in a release. “The new 'Leave Worry Behind' campaign hits on just that -- the Jiffy Lube commitment to providing a high-quality, worry-free service experience that gives customers peace-of-mind, and reassures them that we get the job done right."