7-Eleven just kicked off its latest campaign, Roll-Up & Refuel, and it’s taking convenience culture to the next level. From skateparks and gas stations to midnight snack runs and spontaneous road trips, the brand is leaning into lifestyle. With bold visuals, fresh merch, and exclusive deals for 7Rewards members, 7-Eleven is showing up for the people who keep life rolling, and rewarding them with every pit stop.
Whether you’re filling up on fuel or flavor, this campaign puts 7-Eleven at the heart of everyday momentum. And with a nod to streetwear culture and loyalty-based perks, they’re not just selling snacks, they’re selling a vibe. 7‑Eleven’s got the goods—snacks, sips, and late-night cravings covered.
So what’s going on?
Launched in early July 2025, Roll-Up & Refuel is a full-scale, multi-market campaign designed to celebrate culture in motion. It includes:
- National TV and radio ads
- Streaming video, paid social, and digital search
- Out-of-home marketing in select cities
- An exclusive collab with skate label Dirty Ghetto Kids (DGK)
- Major perks through the 7-Eleven Gold Pass
It’s part nostalgia, part fresh drop, and all about fueling community. You’ll spot it across platforms, from billboards and bus stops to TikTok and YouTube.
“This campaign brings to life the spirit of the communities who make us part of their everyday routine, and in return we’re showing up for our customers with the snacks, drinks and deals that keep them moving. From skate sessions and car shows to spontaneous pit stops, 7-Eleven is here to fuel it all.” Marissa Jarratt, Executive Vice President and Chief Marketing & Sustainability Officer at 7-Eleven.
Merch drop incoming
And it wouldn’t be a real flex without merch. On July 18, 7-Eleven’s 7Collection will launch a limited-edition streetwear capsule in partnership with DGK. The collection includes:
- Bold graphic headwear
- Street-smart apparel
- A limited-edition skate deck
Known for its unfiltered edge and authentic voice, DGK brings its signature energy to 7-Eleven’s merch platform. The drop will be available exclusively at 7Collection.com and DGK.com and it’s expected to go fast.
Sip, score, save
Loyalty members are in for a treat. 7-Eleven is rolling out limited-time perks for 7Rewards and Gold Pass members, including:
- $1 Big Gulp drinks through August 26
- Seven free drinks per month
- Fuel savings and free delivery with Gold Pass
- A 30-day free trial for new Gold Pass members
That’s hydration, caffeine, and convenience—no strings attached (just sign up, sip up, and roll on).
Big gulp energy, skatepark vibes
Behind the campaign buzz is a bigger story for suppliers, manufacturers, and private label partners. Here’s what we’re watching:
- Big demand for beverage bases and custom flavors—especially fruit powders, hydration blends, and sweeteners. With Big Gulp deals and drink rewards driving volume, there’s room for innovation.
- Spotlight on condiments and snack-ready formats. The Big Bite® isn’t just an icon—it’s a signal. Think clean-label toppings, mini hot dog kits, and private label-ready protein snacks.
- Fast-moving private label programs. With 7-Select™ growing its presence, 7-Eleven continues to show how private label can flex in convenience formats. Scalable, eye-catching, and on-brand ingredients are essential.
- Digital meets physical retail. The Gold Pass model blends online and in-store behavior. Suppliers should be prepared for fast fulfillment, flexible packaging, and last-mile readiness.
The big picture
7-Eleven’s Roll-Up & Refuel isn’t just a campaign, it’s a cultural moment. By blending classic convenience with bold branding and street cred, they’re setting the bar for what modern foodservice looks like. For ingredient suppliers, importers, and co-manufacturers, this is a sign to step up and stand out. The demand for bold flavors, creative formats, and scalable solutions is on the rise.
Want to roll with it? We’ve got everything from custom seasoning blends and sauces to beverage powders and ready-to-brand snacks. Let’s collaborate on your next big hit. Explore our catalog or drop us a message, we’re always down to fuel what’s next.
