ampm is unveiling a new integrated campaign from RPA that marks the convenience retailer’s first use of AI-assisted creative tools.
Launching across film, digital OOH, social, display and audio, the campaign represents a major visual shift for the brand after nearly eight years of humor-driven creative centered on animatronic snack characters and in-store situational comedy.
The new work moves toward a more cinematic, product-first visual identity designed to make the brand feel culturally fresher and visually cooler. It also marks the shift away from the Crave-enience positioning and instead sharpens the “Too Much Good Stuff” platform. It is emblematic of a broader shift in convenience retail marketing toward aesthetics and culture.
The campaign employed a hybrid production process that utilized practical product photography with live-action talent, thereby creating a fantastical world created with the assistance of AI tools. Products and people were photographed and filmed physically with AI-generative tools, which were then also used to create the immersive, photoreal visual environments into which the people and products were then placed.
The campaign focuses heavily on ampm’s proprietary menu offerings, including fountain beverages and hot foods.
Two hero spots featuring AI-assisted visual elements anchor the campaign.
WHY THIS IS INTERESTING
- Marks ampm’s first use of AI-assisted creative production
- Evolves a long-running and recognizable retail brand platform
- Demonstrates a practical, hybrid use of AI rather than fully synthetic advertising
- Reflects a broader shift in convenience retail marketing toward aesthetics and culture
- Maintains brand equity while significantly changing visual execution
- Highlights how agency-client trust can enable creative experimentation
KEY THEMES
Brand Evolution
After nearly a decade of animatronic snack mascots and situational humor, ampm is introducing a dramatically different visual identity by focusing on the “Too Much Good Stuff” positioning that speaks to a mindset that goes beyond a product benefit by using AI to bring it to life.
AI as a Creative Tool, Not the Idea
The work positions AI as a production and world-building tool rather than a replacement for traditional filmmaking or photography.
Photorealism Matters
Because the campaign centers on food and beverages, maintaining realistic textures, lighting and craveability was critical to the execution.
Convenience Retail Gets More Visual
The campaign reflects a growing push among convenience brands to compete on cultural relevance, design and aesthetics — not simply utility and speed.
CAMPAIGN DETAILS
Agency: RPA
Media: Film, Digital OOH, Social, Display, Audio
Platform: “Never Too Much.”
Key Categories: Fountain beverages, proprietary food offerings, hot foods
