We built this campaign from the ground up (and by 'we' I mean the team at Porter Novelli), beginning with a logo and tagline, all the way through to a campaign that would position Propane as the smart energy choice vs. Electricity. The goal of this 5-year campaign was to build propane awareness in years 1-3 leading to behavior change (sales) in years 4 and 5. Results of the campaign were very positive with a 17.5% return on investment -- one of the highest ROIs of any check-off program. There were 29,000 new Propane customers in a 2-year period, and $35 M in increased profit for the propane industry. And the hardest part was getting the freakin' thing out the door of PN in the first place (too many paranoid cooks who thought they belonged in the kitchen).