Petro-Canada has teamed up with McCann to launch a new type of pump for one of its lesser-known top-selling items: Ice.

The collaboration with McCann is being dubbed Canada’s first Ice Pump, a fuelling station innovation that turns the gas-up experience into a ice stock-up opportunity. Petro Canada installed the alternative pumping station in Bradford, Ont., a popular pit stop for those travelling to cottage country and campsites during the summer tourism season.

Image courtesy of Petro-Canada

For the launch, McCann Canada and Petro-Canada also developed the “Cooler Calculator,” a mobile-enabled microsite through which consumers can upload photos to receive an an estimate of how much ice they’ll need their coolers on their trips.

“The Ice Pump gave us an opportunity to take a real customer behaviour and a familiar summer ritual and turn it into something fun, memorable and uniquely Canadian,” Petro-Canada marketing manager Nicole Fisher said in a release. “It’s a playful example of how we’re finding new ways to connect with Canadians and show up in unexpected ways beyond the pump.”

Veritas Communications is handling PR, influencer, sponsored content and earned media outreach to raise awareness for the activation.