Sheetz has announced a number of advertising initiatives that will help the company to promote its new MTO shakez.

Sheetz Convenience Stores has launched a new TV spot in support of their hand-made, made-to-order MilkShakez. The spot premiered in select markets across Pennsylvania, North Carolina and West Virginia on April 20, 2016.

Created by Tattoo Projects, the new 30-second TV spot for Sheetz is titled “Ugly Cry.” Sheetz, the 500-store convenience chain, serves made-to-order food and drinks across the Eastern U.S. Tattoo Projects, the Charlotte-based award-winning advertising agency, has a ten-year AOR relationship with the 60-year old, family owned chain. Together, they create bold, daring creative, pushing the envelope with every new ad campaigns.

Sheetz is rolling out new, hand-made and made-to-order MilkShakez just in time for summer. The brand prioritizes variety, customization and serving customers 24/7. As such, the MilkShakez will be fully customizable, hand-made-to-order and available at any time of day. Sheetz wanted all of these qualities to come across in a way their consumers could relate to.

“Sheetz is excellent at understanding and connecting with their target, Millennials,” said Buffy McCoy Kelly, president and creative director of Tattoo Projects. “For an agency like Tattoo, who strives to make a mark with every piece of communication, Sheetz is the ideal client. Their vision, focus and decisiveness allow us to confidently pursue deep, meaningful connections.”

Sheetz Consumer Insightz, an internal research department, played a vital role in the beginning stages of concept development. Research revealed widespread nostalgic feelings for milkshakes. Taking this insight and combining it with the Sheetz brand humor, Tattoo Projects flipped this deep, emotional connection upside down. Literally. The end result is a funny and provocative take on over-the-top emotions for Sheetz over-the-top delicious MilkShakez.

“It’s exactly the kind of work we expect from Tattoo,” said Tammy Dunkley, Sheetz manager of brand communications and advertising. “We have complete faith in Tattoo’s understanding of our customers, and that trust results in truly exception creative communications. The moment we heard it, the whole Sheetz team knew it was perfect for our brand, no question about it.”

Billboards, digital video, digital radio and animated banner ads round out this latest campaign from Sheetz and Tattoo Projects.