Suncor is looking to attract new members to its Petro-Points program with a snacks deal linked to a celebrity chef and DIY food creations.

The loyalty program partnered with Montreal-based chef, author and social media personality, Laurent Dagenais, to create Petro-Point “SnackUps,” three exclusive recipes featuring his favourite Petro-Canada snacks, such as Doritos chips and Tostitos salsa.

Petro-Points also introduced an LTO where members can earn 50% more points on snacks.

While Petro-Points has offered earning/redemption opportunities through fuel, car wash and in-store savings for decades, the goal of this latest offer is to attract new members to the program this summer.

“We wanted to position Petro-Points as more than just a pit stop, but a go-to partner for maximizing value,” Amanda Mitchell, director of loyalty for Suncor, tells strategy.

She adds that the target is road trippers, parents who are constantly on the go, foodies looking for unique ways to enjoy their favourite snacks, or just everyday people looking for savings and rewards.

“We wanted to reach Canadians at the end of the summer who embark on their last ‘hurrah,’ whether it’s a cottage visit, road trip or visiting friends and family,” Mitchell says. “It also marks the back-to-school season, when Canadians return to familiar routines or establish new ones, and where picking up go-to snacks at Petro-Canada is convenient and fun on their way to school and extra-curricular activities.”

Mitchell says the brand experienced “significant growth for the Petro-Points program” in 2024. Retail partners for the offering include RBC and Canadian Tire Corporation’s Triangle Rewards, she adds.

The campaign also includes an experiential component. With the help of Publicis Sport & Entertainment, the brand and program will pop up at summer festivals and fairs nationwide, including major activations with prizes at Toronto’s “The Ex” and Vancouver’s PNE Fair. It’s also giving people who sign up for Petro-Points at the SnackUp tent a chance to spin a wheel and win a prize, including gift cards, limited edition branded items and free snacks.

The SnackUp videos can be seen on Petro Canada’s website and social platforms, and they’re also being shared with Chef DeDagenais followers on Instagram, TikTok and YouTube.

Publicis Toronto handled strategy and creative development for the campaign.

Agencies McCann and Initiative worked collaboratively to promote the campaign through social (TikTok and Meta), OLV, digital, linear TV, connected TV and display advertising. It also partnered with four influencers to create TikTok and IG content. North Strategic is providing comms support.