Never has the old adage, "you can't judge a book by its cover", been more true than it is now for Sheetz Convenience Stores. The 425 store chain, with locations in six states, has been known within their fan communities for their restaurant-quality fare. Now, a broader range of customers in a select market will soon learn that they CAN get great food at a convenience store. The integrated marketing campaign consists of :30 TV spots, outdoor, on-lot, radio, and a mobile app. The campaign targets 16-24 year old males, and is slated to break on March 16th in four North Carolina markets.