Propane industry launches $10-million consumer campaign

The Propane Education & Research Council (PERC) has launched a nationwide multimedia campaign aimed at improving consumer perceptions of clean, reliable propane, a fuel that allows Americans to live wherever and however they want.

The “PROUDLY PROPANE Clean American Energy” campaign features a character called Blue the Dog that has learned a lot about propane while making the rounds with his owner, a bobtail delivery driver. In television, radio, print and digital advertising, Blue will tell consumers about how propane meets energy needs inside and outside the home.

The campaign’s advertising messages will encourage consumers to visit proudlypropane.com, where current and potential propane users can learn about stylish and efficient outdoor living applications, space heating, and water heating — just a few of the ways Americans can benefit from using propane at home. Homeowners also rely on affordable American-made propane for cooking, clothes drying, fireplaces, power generation and more.

“The consumer education program is a great opportunity for the propane industry,” said Roy Willis, PERC president and CEO. “It will be a multiyear effort that focuses in the first year on the residential market sector and then broadens in subsequent years to promote propane-fueled technology in other sectors, including on-road transportation and outdoor power equipment.”

The nation’s 3,500 or so propane retailers can take part in the campaign by using Blue the Dog materials in their local marketing efforts.

The Richards Group, of Dallas, Texas, is the agency of record for the campaign.