Propane Education & Research Council

The Propane Education & Research Council hired us in 2015 to reignite interest and grow residential demand for propane. They asked us to help them deliver a compelling, differentiated message to increase familiarity and favorability. Our creative – from the POV of a dog named Blue – was built from the idea that, like a faithful and furry companion, propane is always there for you. The tagline for the campaign, “Proudly Independent, Proudly Propane,” signaled the pride people felt being associated with propane. Our efforts drove an increase in key brand metrics, including ad recall and awareness.