Building Brand Love at Scale
In the competitive landscape of retail, creating a beloved brand is no easy feat. Kwik Trip has managed to do exactly that — cultivating genuine affinity among its customers through marketing that feels human, not corporate. Mark Meisner, Vice President of Marketing, joined Making New Possible to share how.
Mark has spent over a decade at Kwik Trip, transforming the marketing department from a team of 15–18 people focused on traditional media into an in-house agency of more than 60 employees capable of producing everything from video to social campaigns. The key driver: speed and nimbleness. "In today's fast-paced environment, marketing teams need to be nimble and responsive." By building capabilities in-house, Kwik Trip can execute campaigns without the typical delays of working through an outside agency.
One of the core challenges Mark navigates is maintaining creativity while achieving measurable results. At Kwik Trip, marketing goals are tightly aligned with business objectives — driving traffic into stores and increasing food and fuel sales. "Flexibility in creative strategies is key," he explains. The team has room to explore innovative ideas without strict regulatory constraints, which enables more meaningful customer connections.
Much of Kwik Trip's brand popularity traces back to social media — and to the company's willingness to trust younger voices on the team. Mark is candid about the fact that content resonating with younger demographics doesn't always resonate with him personally, and that's precisely why he empowers his team to lead there. Authenticity, timeliness, and genuine community engagement have turned Kwik Trip's social presence into something customers actually look forward to.
Key Takeaways
- Build in-house capabilities for speed and creative control
- Align marketing goals directly with business outcomes
- Trust your team — especially in areas where they know more than you
- Authenticity and community engagement drive brand love more than reach alone
Written by Lily Hermann for NEWaukee, June 2026.