Wawa has unveiled the Goose Media Network, a media platform that will run on its website and gas pumps, writes Brett Dworski and Jessica Loder for C-Storedive.

The unveiling was announced on Tuesday.

The Goose Media Network will allow product and brand partners to connect with Wawa customers through custom ads on its website, mobile app, and in videos triggered at Wawa’s gas pumps.

7-Eleven and Casey’s General Stores also operate their own retail media network

Launching a retail media network allows Wawa to target customers better and “build new connections” with customers and partner brands, said Melissa Seabright, an advertising manager for Wawa.

“This new opportunity will help connect our customers with new and relevant offers from brands they love while allowing us to increase visibility for our product partners,” Seabright noted.

The network premieres at a time when Wawa is rapidly expanding into new markets.

Wawa is partnering with several digital businesses, including Publicis Sapient, CitrusAd, and Epsilon.

“Brands will reach shoppers, and customers will more easily find products, try new products, and discover new brands,” said Ganesh Rangarajian, group vice president and managing partner at Publicis Sapient.

Find out more about promoting outside products and brands through a convenience store media platform in C-Storedive.