Circle K Unveils Bold New Era with Grey and Tech-Driven Global Vision
Circle K is making headlines with a bold transformation that redefines not just how it communicates with customers, but how it envisions the future of convenience retail worldwide. In a major development, the global convenience store chain has rolled out its first campaign from new global agency of record, Grey, marking a pivotal moment in the brand’s marketing journey. This partnership follows an intense nine-month agency review that concluded in January 2025, with Grey coming out on top among nine contenders.
The new brand platform, titled “Circle K Makes Your Day,” aims to present a more unified and emotionally resonant message to consumers, especially across North America. Amy Hendricks, head of marketing for North America at Circle K’s parent company Alimentation Couche-Tard, shared that this is the first time the entire global organization is working with a single agency. It’s a strategic move to ensure consistent messaging and a strong, clear identity across all markets.
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At the heart of the launch is a witty and highly relatable campaign called “We Definitely Have That.” It brings to life those classic moments of summer thirst with humor and creativity, using a quirky Snorri Cam technique to add a punch of personality. The first three ads—“It’s Been a Day,” “Bad Idea,” and “Gamer Grind”—deliver slice-of-life storytelling built around one universal truth: when it’s hot out and you're parched, a cold drink from Circle K can truly make your day.
But this isn’t just about clever ads. Circle K is leaning hard into innovation. In Europe, the brand was just awarded the 2025 NACS Convenience Retail Technology Award for its groundbreaking AI-powered people platform. This system reimagines the entire employee onboarding journey. Instead of a resume, applicants complete an AI-assessed situational test. Once hired, they enter a gamified training program that adjusts in real time based on performance, with modules like “Beat the Boss” and “Customer Star.” The result? Faster hiring, better training, and stronger employee retention—all delivered through cutting-edge tech.
And that’s not all. Denmark, one of Circle K’s most advanced markets, showcases the future of convenience. Here, Circle K isn’t just a pit stop—it’s a lifestyle destination. With sleek lounge areas, gourmet take-away meals, ultra-fast EV charging, and self-serve kiosks, the brand is keeping pace with a fast-changing world. Consumers in Denmark expect sustainability, quality, and flexibility—and Circle K delivers.
The synergy between engaging creative, tech-savvy operations, and a focus on customer experience shows that Circle K is more than just a convenience store. It’s a brand that’s evolving, investing, and doubling down on what truly matters: making every customer interaction easier, smarter, and more delightful.
This unified global direction—powered by Grey’s creative muscle and backed by WPP’s AI infrastructure—signals that Circle K is not just ready for the future. It’s helping define it.
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