Kum & Go – “Fuel Your School”

Kum & Go is a family-owned convenience store chain with 400 stores in 11 states throughout the Midwest. Despite the tremendous growth since the first store opening in 1959, the company still sees itself as a neighbor in its communities. To this end, Kum & Go donates 10 percent of its profits to worthy causes every year.

LS2group served as the public relations firm for Kum & Go across the convenience stores’ 11-state footprint throughout 2009 and 2010. During that time, our PR team assisted with the execution of the “Fuel Your School” program in Springfield, Miss. Kum & Go donated three cents of every gallon of gas purchased on one day to the Springfield School Foundation.

LS2group developed media materials, pitched media, and worked with the local school foundation, including the individual schools and parent organizations, to promote the “Fuel Your School” day. LS2group secured media coverage on all the local media outlets and developed local stakeholder relationships for Kum & Go.

As a result of LS2group’s efforts, in-store and gas sales increased for the day. Additionally, Kum & Go developed key community relationships and improved brand awareness.