The Challenge
As any retailer can tell you, product placement matters. But for Blue Rhino propane, there weren’t a lot of options. Its canisters had to be stored outside in a big metal cage for security and safety reasons, making it hard to connect with customers perusing the meats and veggies inside the store. How to bridge the gap and remind them what a little propane could do to fire up their food?
The Solution
Sell the sizzle, not the steak. For “Get out the grill,” we slapped a big ol’ juicy steak (decal) on the floor right in front of the refrigerated meats. It showed the customer what Blue Rhino could do: make that raw meat look like this grilled steak with a little propane on the way out the door. Easy peasy.
