In the rural Midwest, people go to their local Cenex to fill up their car, grab a coffee, a few snacks, catch up with a neighbor and maybe gossip about the latest news in town.

On social platforms, we connected with these communities by creating engaging, sharable, and relatable content. The goal was to connect with the culture and provide a daily dose of fun based on truisms they can resonate with.

While not a writer by trade, I suggested we use a more casual tone of voice to be more approchable as a brand. I ended up writing a few in-post and caption copy for these and had a lot of fun!