Shell Rotella launches ‘Hard Working’ campaign to celebrate truckers

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Shell Rotella on Thursday, Aug. 23, kicked off its “Hard Working” campaign to highlight how hard truckers have to work to succeed in their business. It includes people that drive Class 8 trucks long distances or someone that uses a diesel pickup in their daily work. The Hard Working campaign is anchored by a new series of print and radio ads that highlight the many ways in which driving a truck is a tough, demanding business where the primary currency is hard work.

“The Hard Working Campaign will be reflected in everything we do to connect with truck drivers, whether through advertising, promotions and meeting with drivers at truck shows and events,” said Chris Guerrero, global brand manager forShell Rotella. “The launch of the Shell Rotella MyMilesMatter rewards program earlier this year was a key part of our new campaign. The program demonstrates our appreciation for the folks who help keep America moving through rewards and resources to help them with their business.”

To celebrate the launch of the Hard Working campaign, Shell Rotella has developed the “Work Hard. Play Hard” Contest which will award a 2013 Ram pickup truck to two winning contest entrants, one in the Work Hard category and one in the Play Hard category. Contestants can upload a photo of themselves hard at work or play to and include a brief story which must include a reference to Shell Rotella. After that, people can share their photo with friends to get votes. If a person’s entry finishes among the top 10 to receive votes, they will have the opportunity to win one of two 2013 diesel-powered Ram pickup trucks plus a $10,000 check to offset taxes; $500 Walmart gift cards also will be awarded. The contest ends Oct. 31.

The Shell Rotella Road Show, which travels to trucking and customer events, also has been updated and expanded to better reflect the new Shell Rotella Hard Working campaign.