The fuel retail market is a cut throat one, currently dominated by heavy retail promotions, & discount programmes. We needed to help Z’s fuel discount programme stand out.


We focused on a simple consumer truth for the Z Pumped campaign. The feeling of winning. By owning that feeling, we were able to build some emotion into a highly rationale product & category. The “win, win, win” campaign was launched across multiple channels & will be the creative platform for the Z Pumped programme going forward.