Advertising primarily focuses on stressing its value proposition to its rewards program members with fuel, pharmacy and in-store savings, as well as digital coupons.

20162015201420132012
Net advertising spending (MM)$46.6$47.7$41.1$15.3$13.6
Net advertising spending growth-2.3%16.1%168.6%12.5%-6.2%
Net advertising spending % of total revenues0.6%0.6%0.5%0.5%0.5%