Waypoint drives brand growth with Juno partnership
As the Official Convenience Store of The 2026 Juno Awards, Waypoint Convenience transformed one of its Hamilton-area stores into a live music venue during Juno Week. The activation was part of Waypoint's "Snack Sessions" program, which aims to bring Canadian artists directly into neighbourhood stores.
This year's event featured 2026 Juno nominee Jade LeMac, who performed an intimate set at Waypoint's location on Upper Centennial Parkway in Hamilton. Known for her alt-pop sound and viral hit "Constellations," the Vancouver-based artist turned an everyday convenience store into an unexpected concert space for customers and fans.
The performance was captured and shared across Waypoint's social media channels, extending the reach of the event beyond the store.
According to Jeff MacEachern, chief creative officer at Arrivals + Departures, the agency behind the campaign, the goal is to make convenience stores a gathering place within local communities.
"Two years in, we're proving that the neighbourhood convenience store is the place to bring everyone together," said MacEachern. "It's about celebrating Canadian creativity where people actually live."
Last year, Waypoint Convenience turned their Stoney Creek location into a concert venue for Juno-nominated artist Storry.
Building customer connections through experiences
The Snack Sessions program highlights a growing trend in convenience retail: using experiential marketing to create stronger customer connections.
By hosting live performances in-store, Waypoint is positioning its locations as more than places to fuel up or grab a snack. The retailer is creating unique experiences that help differentiate its brand and generate engagement both in-store and online.
The program also supports Waypoint's partnership with the Juno Awards and aligns the brand with Canadian music and culture.
"The Juno Awards are all about elevating Canadian voices, and Waypoint is doing that in a grassroots way," said Allan Reid, President and CEO of the Canadian Academy of Recording Arts and Sciences (CARAS) and CEO of MusiCounts. "Waypoint is helping us bring music to Canadians."
Expanding into entertainment venues
Waypoint is also extending its reach beyond traditional convenience retail locations.
The company recently partnered with Oak View Group and TD Coliseum to open a Waypoint-branded Grab & Go concession inside the newly renovated venue. TD Coliseum hosted the 2026 Juno Awards broadcast on March 29.
The new concession gives Waypoint access to thousands of concertgoers, sports fans and event attendees throughout the year.
Following the Juno Awards broadcast, Waypoint also distributed coupons to attendees as part of its broader promotional strategy.
Amanda Simpson, convenience retail brand manager at BG Fuels, said the venue partnership allows the brand to connect with consumers in new ways while maintaining its community-focused identity.
"Being part of TD Coliseum allows us to connect with music fans and event-goers in an entirely new way while continuing to strengthen our roots in the communities we serve," Simpson said."Combined with programs like Snack Sessions, our partnership with the Junos reinforces that Waypoint is more than just a convenience store".
What activations mean for convenience retailers
Waypoint's Juno activations demonstrate how convenience retailers can use partnerships, events and experiential marketing to strengthen brand awareness and drive customer engagement.
Whether through in-store events, social media content or venue-based retail concepts, the company is creating touchpoints that extend beyond the traditional convenience store experience.
For retailers looking to attract younger consumers and build stronger community connections, Waypoint's approach offers a clear example of how entertainment and retail can work together to create memorable brand experiences.
