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To mark the beginning of this year’s grilling season – as well as its 15th birthday -- Blue Rhino, the leading brand of propane tank exchange, is launching a multifaceted promotional campaign encompassing in-store, broadcast, online and public relations activity.
“Our 2009 summer grilling campaign is unique in our category and is designed to drive grillers to our retail customers,” noted Blue Rhino VP of marketing Chris Hartley. “As innovators of the Drop, Swap and Go program and the exchange provider of choice for more retail locations than any other propane company, Blue Rhino is committed to setting standards for the propane tank exchange market.”
The campaign features a variety of brand support activities, including the distribution of specially marked tank packages at retail stores, a national radio ad campaign on Fox Sports Radio and ESPN Radio, and online ads on such Web sites as Google, Weather.com and ESPNradio.com. Blue Rhino is also teaming with Miller Lite, a MillerCoors brand, on a national promotion at convenience and grocery stores across the United States.
“Grillers never forget the meat and drinks, but often forget to check their propane,” observed Hartley, adding that 59.7 percent of men claim to have run out of gas in the middle of a cookout at least once. “The Blue Rhino 2009 summer program is designed to grow our customers’ sales by pointing grillers to all of the convenient Blue Rhino locations in their neighborhood.”
According to statistics from the Hearth, Patio & Barbecue Association, over 55 million U.S. households use a gas grill in the backyard. Over the past 15 years, the tank exchange market has continued to grow, with 42 percent of gas grillers now taking their empty tanks to exchange centers because they find it more convenient.
Blue Rhino tank exchange is offered at leading home improvement centers, mass merchants, hardware, grocery, drug and convenience stores, with branded tank displays at over 43,000 retail locations in 50 states and Puerto Rico. Blue Rhino is a brand of Winston-Salem, N.C.-based Ferrellgas, L.P.