Cenex Introduces the Cenex Guy

Character will appear in media campaign

INVER GROVE HEIGHTS, Minn. -- This winter, consumers are meeting a new energy partnerthe Cenex Guy. As a symbol of the reliable, quality energy products, including fuels, lubricants and propane, provided by CHS Inc., the Cenex Guy is appearing in TV and radio advertising, trade print publications, on billboards, in local newspaper ads and in stores throughout the 22-state trade area.

Consumers identify with the personalities of the brands they choose. A trusted brand quickly becomes part of their everyday lives with dependable products and services, [image-nocss] making each day easier, the company said.

The Cenex Guy appeals to consumers who want to rely on quality energy products to power their vehicles, protect their engines, heat their homes and provide all the everyday needs a convenience store has to offer, said Leon Westbrock, executive vice president and COO for the CHS energy business. The Cenex Guy helps demonstrate our brand's connection and value to customers, while reminding everyone about our broad line of quality Cenex lubricants, fuels and propane.

Cenex-brand retailers can join in the Cenex Guy campaign locally by using prerecorded radio spots, newspaper ads and billboards, counter mats, pumptoppers and in-store static clings. Over the next several months, humorous TV and radio advertisements will appear in select markets throughout the Midwest, raising awareness of Cenex fuels, lubricants and propane through the voice and image of the Cenex Guy. Along freeways throughout the region, oversized billboards invite readers to call a toll-free number to chat with the Cenex Guy and, in the process, learn more about Cenex energy products. A multisite mobile marketing program and public relations efforts will roll out in 2007.

The Cenex website, www.cenex.com, has been updated to reflect the new Cenex multimedia brand campaign featuring the Cenex Guy.

Inver Grove Heights, Minn.-based Cenex is the largest member-owned petroleum brand in North America, meeting the energy needs of homeowners, businesses and communities through more than 1,600 branded customer locations from the Great Lakes to the Pacific Northwest and from the Canadian border to Texas. Its products include refined fuels, propane, lubricants and related equipment.

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