Overview

Going “Undercover at Wawa” was a campaign geared at connecting with NFL fans in the city where it has become deeply engrained in the culture and identity: Philadelphia. We tapped hometown hero, Brent Celek for both campaigns where, being the man of the people he is, he would interact directly with them as Wawa employee and a fellow Wawa-goer. Wawa reengaged most notably before the historic Eagles Super Bowl winning season the week before “the big game.”