Parker's Kitchen¶
Fuel prices that keep up¶
Grits & Peper uses Lucit to connect Parker's Kitchen store fuel prices to digital billboard creative across multiple operators, screens, and stores. The agency retains control of the artwork and screen selection while Lucit connects store-specific price data to reusable creative templates.
The displayed fuel price and promotional offer are historical examples, not current pricing.
Challenge¶
Before Lucit, the agency emailed artwork to billboard operators. The workflow was manual, and the ads did not include dynamic fuel prices. Parker's Kitchen wanted fuel prices to update within its billboard creative while the agency managed campaigns across different media owners. Each ad also needed to match the appropriate store and screen.
Solution¶
Lucit gives the agency one creative workflow across operator campaigns:
- Design the promotion. Grits & Peper creates artwork and reusable templates for food, recruiting, and other promotions.
- Connect the store price. The agency adds dynamic fuel-price fields using Lucit's PriceAdvantage Fuel Prices app.
- Select the screens. The agency assigns each creative to specific screens with the appropriate store price and directional message.
For example, the agency paired a Tender Snack promotion with the regular fuel price for Store 98, then targeted Lamar screen 99011, shown in the screen selector as 079.099011 / Rincon, GA, within the Savannah-area campaign. This example uses direct screen selection; it does not establish automated geofencing.
Campaign scope¶
The campaign launched in August 2024 and was ongoing as of the PDF's October 1, 2026 reporting snapshot. Its stated markets are Georgia and South Carolina.
There were five operator campaigns: Verde Outdoor, Lamar – Savannah, GA, BeSeen Outdoor, Azalea Outdoor Advertising, and Coastal Outdoor Advertising. These are historical campaign labels, not a claim that there are five current independent media owners. Food promotions and recruiting creatives can share the fuel-price connection.
Reported results¶
| Metric | Source-reported result |
|---|---|
| Billboard plays since launch | 5,202,138 — approximately 5.2 million |
| Reported estimated impressions | 22,115,586 — approximately 22.1 million |
| Distinct creative/price images | 13,153 unique image IDs since launch |
| Q3 plays, year over year | +11.1%, from 762,179 in Q3 2025 to 846,669 in Q3 2026 |
The 13,153 image IDs represent distinct creative and fuel-price versions, not the number of templates designed by the agency. Reusable templates and connected price fields allow the agency to manage changing content without treating every price version as a separate design project.
What the automation volume means¶
The PDF illustrates the scale of potential manual work: at an assumed three minutes per version, 13,153 versions would equate to approximately 658 hours, or 82 eight-hour workdays.
This is a hypothetical manual-work equivalent, not measured hours saved. It assumes one manual task per image, excludes setup and oversight, and does not account for batching or reuse. It is not multiplied again by the number of screens or operators.
Measurement and outcome limits
Results come from Lucit exports dated October 1, 2026. All-time delivery figures use the period export, including a partial October entry; other exports differ slightly. Estimated impressions use operator-supplied inputs and Lucit calculations, not unique people or measured store visits. Some impression inputs require confirmation. The screen export includes 13 distinct screen IDs, including one Daphne, Alabama entry with 61 plays, although the stated campaign markets are Georgia and South Carolina. The study makes no store-count, sales-lift, visit-attribution, or measured time-saving claim. Delivery growth does not establish sales lift.
Summary¶
Parker's Kitchen shows how an agency can combine store-specific fuel prices, promotional artwork, and directional messaging across operator campaigns while keeping control over templates and screen assignments. The campaign demonstrates dynamic creative at scale; the full PDF provides workflow examples, operator-level delivery figures, and measurement methodology.