Circle K Fuel Price Guarantee Case Study
A regionally tested fuel price guarantee for Circle K customers.

Background – One guarantee, two messages to test

Circle K's Fuel Price Guarantee promises customers the lowest price per gallon nearby. Before rolling out one message everywhere, Circle K wanted to test two ways of saying it, a distance-based guarantee and a time-based one, across different markets to see which performed better.

Process – One system, two ways to carry a message

We built a custom illustrated world, extending an illustration style already established for Circle K's brand. The static set gave each test market its own dedicated scenery, while the full 15-second animated spot carried that same journey in motion, mountains giving way to desert and then to city and farmland, with only the guarantee headline swapped in between the distance-based version and the time-based one. Both sets went through several rounds of edits and duration cuts before we landed on the final versions.

Solution – A regional kit, tested market by market

Each test market got its own static scene, Denver's mountains, Ohio's red barns and cornfields, El Paso's desert and cactus, carrying whichever guarantee that market was testing.

The full kit covers every standard Facebook and Instagram placement (landscape in-feed, square, stories, carousel, and display) and an email template, in both English and Spanish.