7-Eleven’s new “Roll-Up & Refuel™” campaign, launched just ahead of Slurpee Day, redefines convenience culture by celebrating skateboarders, car enthusiasts, and epic summer deals across America.
7-Eleven has been America’s go-to convenience store for decades.
The company just rolled out a message that has people talking.
And 7-Eleven made a jaw-dropping announcement ahead of “Slurpee Day” that will change how Americans fuel up.
7-Eleven celebrates the communities that keep America rolling
July 11 – 7/11 or free “Slurpee Day” – has been a big day for Irving, Texas-based convenience store giant 7-Eleven for years.
But just ahead of the big day, 7-Eleven launched a new campaign that’s turning heads across the country.
The "Roll-Up & Refuel™" campaign isn’t your typical corporate marketing push.
7-Eleven is highlighting two vibrant American communities: skateboarders during daylight hours and car enthusiasts who come alive after dark.
"This campaign brings to life the spirit of the communities who make us part of their everyday routine, and in return we’re showing up for our customers with the snacks, drinks and deals that keep them moving," said Marissa Jarratt, Executive Vice President and Chief Marketing & Sustainability Officer at 7-Eleven.¹
The multi-channel campaign includes TV spots, social media content, and streaming videos that showcase real customers in their element.
Whether someone’s grabbing a Big Bite hot dog between skateboard sessions or filling up the tank during a midnight car meet, 7-Eleven is right there supporting the action.
Epic deals that’ll make your wallet happy
7-Eleven isn’t just talking the talk – they’re backing it up with deals that’ll blow your mind.
7Rewards loyalty members can score a Big Gulp drink for just one dollar.
The deal runs from June 25 through August 26, 2025, and applies at 7-Eleven, Speedway, and Stripes locations.
That’s right – a large drink for a buck.
But wait, there’s more.
The 7-Eleven Gold Pass is taking things to the next level with seven free drinks every month, fuel savings, zero delivery fees, and exclusive delivery and in-store offers.
New customers can try the Gold Pass with a 30-day free trial to see what all the fuss is about.²
"From skate sessions and car shows to spontaneous pit stops, 7-Eleven is here to fuel it all," Jarratt explained.³
A streetwear collab that’s about to break the internet
7-Eleven knows how to stay current with trends.
They’re partnering with respected skate label Dirty Ghetto Kids (DGK) for a limited capsule collection launching July 18.
This three-piece line combines culture and community with striking headwear, clothing, and a limited-edition skateboard deck.
The collection will be available exclusively on 7Collection.com and DGK.com.
DGK is known for their unfiltered edge and street-born spirit – exactly the kind of authentic partnership that gets people excited.
What this means for America’s convenience culture
This campaign represents something bigger than just selling snacks and drinks.
7-Eleven is recognizing that convenience stores aren’t just pit stops – they’re cultural hubs where communities gather, refuel, and connect.
For generations, skateboarders have used 7-Eleven as their home base between sessions.
Car enthusiasts have made late-night runs to 7-Eleven part of their culture.
Now the company is celebrating these relationships instead of just taking them for granted.
The campaign will air in select markets with 30-second and 15-second TV commercials, radio spots, outdoor advertising, paid social media, search and display ads, plus streaming audio and video.
You can watch the spots on 7-Eleven’s YouTube, Instagram, and TikTok pages.
With more than 13,000 stores across the U.S. and Canada, 7-Eleven operates some of the most recognizable convenience brands in America.
They’ve got 7-Eleven stores, Speedway, Stripes, Laredo Taco Company, and Raise the Roost Chicken and Biscuits locations.
Their iconic brands like Slurpee, Big Bite, and Big Gulp have become part of American culture.
But this new campaign shows 7-Eleven understands they’re more than just a convenience store – they’re a cultural institution that’s been fueling America’s passions for decades.
The "Roll-Up & Refuel" campaign proves that sometimes the best marketing doesn’t try to change culture – it celebrates the culture that’s already there.
¹ 7-Eleven, Inc., "7-Eleven Launches New ‘Roll-Up & Refuel™’ Campaign Celebrating Culture, Community and Convenience," PRNewswire, July 10, 2025.
² Ibid.
³ Ibid.
