Dallas, Texas-based convenience store behemoth 7-Eleven has unveiled a new advertising campaign, created by GSD&M of Austin.

Beginning this month, 15- and 30-second television spots and 30- and 60-second radio ads will air on national networks, promoting signature 7-Eleven products, as well as introducing new proprietary fresh food items.

“7-Eleven has products that customers crave at different times of the day,” explained 7-Eleven marketing VP Bob Merz: “We’re emphasising the ‘crave’ factor in these new spots.”

According to a company statement, the campaign, the most extensive in 7-Elevens’ history, was designed to be series of “humorous character-driven vignettes with a 7-Eleven customer as the hero”.

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