Keith Urban may have been wearing a Buckeyes T-shirt while performing at Milwaukee’s Summerfest, but thanks to Kwik Trip he’s now known for the brand.
Keith Urban has heard of Kwik Trip.
At least, that’s what his social media team says. The country music artist posted a photo on July 2 after performing at Milwaukee’s Summerfest in late June.
“Cheeseheads always know how to kick it up a notch,” he posted, before thanking the state of Wisconsin and Alana Springsteen for singing “We Were Us” onstage.
One of the photos posted prominently showed Urban wearing a T-shirt from the Buc-ee’s gas station chain, and Kwik Trip and its fans no doubt noticed the reference to the competitor, directing him to the Wisconsin brand.
“Keith, let’s talk about that shirt,” Kwik Trip commented on the post.
Several other Kwik Trip fans also chimed in with their comments.
“Get Keith some merch for next time,” Brooklyn Schulte commented, tagging Kwik Trip.
Keith Urban responded to Schulte’s comment with an eyeball emoji, while Kwik Trip replied to Urban’s “we do it” comment with hearts.
“To know Kwik Trip is to know Wisconsin.”
Paige Geary, social media supervisor for Kwik Trip, told USA Today Network Wisconsin reporters that several fans had tagged Kwik Trip in their posts and said she was glad he noticed.
“His response made me know we had to continue this conversation, so I decided to (direct message) him and ask for a suitable address to send the item to,” she said.
Geary said Kwik Trip is grateful to have such great fans and followers, and seeing so many of its Midwest Urban fans talking about Kwik Trip has given it even more resonance and recognition.
“I think to know Kwik Trip is to really know Wisconsin,” she said.
Kwik Trip filmed a video of its marketing team responding to the exchange and shared it on Instagram and TikTok a few days ago, showing them finding, packaging, and sending various items to Urban, including T-shirts, cards, and even a Kwik Trip name tag bearing the name Keith.
“Does Nicole Kidman want some merch?” one team member asks in the video.
The video shows the team placing an envelope addressed to Nicole Kidman on top of a box of Kwik Trip items that had been mailed.
Waiting: Will “Mr. Nicole Kidman” respond?
Geary said the video was pretty consistent with how Kwik Trip’s team responded, saying they are big fans of Urban and that as soon as Urban responded to the comments, the group text was flooded with many of the responses used in the video, even a single “Miss Nicole Kidman” comment.
The Kwik Trip team sent Urban a box of T-shirts and sweatshirts in various sizes, hats, and other accessories, and even included a Christmas card because the company had just run out of regular cards that day.
“I think it might add a little something,” Geary said.
On Tuesday, Kwik Trip posted screenshots of the Instagram post and comments, tagging Urban’s page and telling him to check his mailbox. The post has since garnered more than 4,000 reactions, 150 comments, and 300 shares from Kwik Trip’s followers, who shared their excitement over the exchange. Some commenters hoped Urban would post a photo of the package once he received it, while others liked that Kwik Trip addressed the package to “Ms. Nicole Kidman.”
Kwik Trip hasn’t heard back from Irvan since the team mailed the package last week, but Geary said he expects an answer soon. Geary said he doesn’t know if Irvan has ever ridden a Kwik Trip, but the company would like to give him a tour one day.
“I think the unboxing video by Keith is going to be awesome,” Geary said.
Kwik Trip is popular
Kwik Trip has once again been named the best gas station brand in the nation by USA TODAY readers. The newspaper brand and parent company of USA TODAY NETWORK-Wisconsin announced its 2024 USA TODAY 10Best Readers’ Choice Awards in May. Readers voted Kwik Trip No. 1 for Best Gas Station Brand and No. 3 for Best Gas Station for Food.
USA TODAY NETWORK-Wisconsin took a closer look at the brand and its popularity in 2022.
Part of Kwik Trip’s success is due to its use of social media, like the brand’s interactions with Urban. Social media brands bring their company to life by listening, learning, and interacting with their fans and followers.
Buc-ee’s plans to expand into Wisconsin
Wisconsin may be home to Kwik Trip, but it’s also where the first Bucqui’s store may soon be opening. The chain plans to open a 74,000-square-foot convenience store with 631 parking spaces in the Madison suburb of DeForest, according to the Milwaukee Journal Sentinel. Plans for the store were first announced in early 2023.
Buc-ee’s has 46 stores across Texas, Alabama, Georgia, Florida, South Carolina, Tennessee and Kentucky.
The popularity of Kwik Trip: “See you next time”: How a neighborhood grocery store grew into the Kwik Trip phenomenon it is today
Learn more about Buc-ee’s What does it mean when gas station chain Buc-ee’s comes to Wisconsin? I’m a Texas native, so I’ll tell you.
Contact Caitlin at cshuda@gannett.com or follow her on Twitter. Caitlin Shuda.
