Ad Campaign Sparks Branding Spree

Laracy, Alex
September 2004
Convenience Store News;9/13/2004, Vol. 40 Issue 12, p16
Trade Publication
The article focuses on the advertising campaign of Cenex Inc. convenience store. In the convenience store industry, the importance of employees connecting with customers on an emotional level generally takes a backseat to speed of service, location and sales. The new CHS ad campaign, however, aims to show that Cenex stores are more than just in-and-out shops, focusing on the helpful spirit and personable approach of the chain's front-line employees. In 2003, CHS Refined Fuels Brands introduced its Cenex "Helpful" advertising campaign as a pilot program in the Madison, Wisconsin area. The pilot, which spurred a 10 percent increase in gasoline and in-store merchandise sales in the 10 stores in that area, convinced the CHS marketing team to expand the Cenex brand to five targeted markets in 2004.


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