• by Sarah Mahoney  @mahoney_sarah, November 20, 2018

Sheetz, the quirky convenience-store chain, is flexing its creative side, using specially painted trucks to drive donations to its fund for needy kids.

It launched the Sheetz Fleet Art Project last May, putting the word out among its Sheetz Freakz loyalty program members and inviting artists to come up with bold new graphics for the chain’s truck fleet. 

After 130 artists sent ideas, Sheetz selected 11 new designs, then wrapped the winning graphics around 100 of its trucks. These hit the road this month and will continue to cruise through its mid-Atlantic markets until the end of December. 

Details on the back of each rig steer traffic to a microsite. Besides including features and video about the winning artists, it’s also selling swag, including buttons, bandanas, bags and T-shirts. All proceeds benefit the Sheetz for Kidz Foundation, which provides toys, clothing and other necessities to underprivileged kids in its markets. 

The campaign, created by Tattoo Projects, its Charlotte, N.C.-based ad agency, is designed to reinforce the brand’s personality. “Sheetz is an experience, from the selection and variety of products we sell to the friendly faces behind the counter,” says Tammy Dunkley, senior creative manager, in an email.

“We've essentially put creative control in the hands of our very own Sheetz Freakz. It's authentic and purposeful, making use of the rolling billboards to carry our message and create buzz for the brand.”

Dunkley says the chain is also using additional advertising to create awareness for the effort, which she hopes has special appeal for its sweet spot: men and women between 18 and 35 who are constantly on the go. 

Sheetz, based in Altoona, Pa., has about 575 locations in Pennsylvania, West Virginia, Virginia, Maryland, Ohio and North Carolina.