Love's Travel Stops Engages TRG as Strategic Agency
Love's Travel Stops has officially appointed TRG as its strategic agency of record, set to commence in January 2026. This partnership aims to enhance creative, media, and brand strategies, marking a significant step for Love's in its marketing journey.
The Vision Behind the Partnership
Patrick McLean, chief marketing officer at Love's, expressed enthusiasm for the collaboration, stating, "Love's looks forward to working with TRG to support our journey to build a marketing growth engine and evolve our already great brand into an iconic one that is virtually synonymous with the travel stop category." He emphasized the quality of insights and strategic creativity exhibited by TRG during the selection process.
Building an Iconic Brand
McLean referred to the importance of aligning their marketing strategies to achieve customer acquisition and retention. In recent months, Love's has taken substantial steps towards elevating its brand and enhancing customer experiences. With a strategic focus, they aim to transform Love's into an unforgettable name in the travel industry.
Foundation of the Collaboration
TRG's CEO, Pete Lempert, echoed this sentiment, acknowledging the significance of the partnership, stating, "Love's is an American brand familiar to travelers across the nation. This is a dream opportunity for TRG to help propel the Love's brand to even greater heights." The partnership signals a promising future for both companies as they embark on this exciting journey.
A Careful Selection Process
The selection of TRG as Love's agency of record followed a thorough search process that began in the summer of 2025, assisted by Joanne Davis Consulting based in New York City. This collaboration marks Love's first significant strategic agency partnership after previously working with smaller firms on a project basis.
About Love's Travel Stops
Since its inception in 1964, Love's Travel Stops has been committed to enhancing customer journeys. The family-operated business, headquartered in Oklahoma City, boasts nearly 40,000 team members across North America and Europe. Their focus remains on convenience stores and travel stops, with 666 locations in 42 states, dedicated to serving professional drivers, fleets, and travelers with the highest quality products and services.
Core Values and Culture
Love's prides itself on its award-winning culture, emphasizing community contribution and inclusivity in the workplace. Their dedication to providing valuable experiences to customers remains a central pillar of their operations.
About TRG
Founded in 1976, TRG has a distinguished history of building iconic brands such as Orkin, Motel 6, and Chick-fil-A. With over four decades of experience, TRG positions itself as more than just a marketing agency; they focus on creating meaningful consumer memories that drive market success.
Agency Philosophy and Approach
TRG stands as a fiercely independent agency, emphasizing creativity without the constraints of traditional corporate structures. Their commitment to pushing boundaries and innovative thinking has led to substantial brand successes for numerous clients.
Frequently Asked Questions
What is the main goal of the partnership between Love's and TRG?
The primary goal is to enhance Love's brand strategy and develop a strong marketing growth engine.
When will TRG officially start working with Love's?
TRG's engagement will officially commence in January 2026.
What has Love's done to elevate its brand recently?
Love's has hired a new CMO and launched a retail media network to enhance the brand experience for customers.
What are TRG's key strengths as an agency?
TRG focuses on building iconic brands and creating memorable experiences that resonate with consumers.
How many locations does Love's currently operate?
Love's operates 666 locations across 42 states in North America.
