During the "Trakker vs. Monster" campaign, the hero character (Ron Duncomb) had at his disposal a monster truck. Our real-life Ron Duncomb was also a professional race car driver. So in keeping with the Maverik brand directive where everything we did had to be big and over the top, we purchased and branded a literal monster truck. Not only did Ron and the "Monster Trakker" make several store appearances in our markets, but he actually competed in professional monster truck competitions throughout the region.

These are graphics for our 100oz mugs. These massive drink containers became collector items and a hallmark of the Maverik brand.

As they say, you have to "pay to play". We didn't just want a cool prop for the campaign, we wanted a real competition-level monster truck. So damaging the Monster Trakker during competitions was inevitable.

We put on several car-crushing events at our convenience stores to give customers a real monster truck show while promoting the monster campaign and the Maverik brand.