Consumersfirst, a full-service natural-gas appliance store chain in b.c., is hoping a new, light-hearted ad campaign will help ignite brand awareness and drive consumers to its five retail locations.

The ongoing campaign, created by Vancouver agency Cossette Communication-Marketing, began with the opening of the Coquitlam store in November and will continue in spurts as each of the remaining four stores open in January, March, April and June.

Targeted primarily toward single-family home owners in the mid-to-upper income, 30- to 50-year-old demographic, the creative consists of print ads and p-o-p material (tv and radio will launch in February) playing off the phrase ‘the old flame.’

According to Cossette’s vice-president and general manager, Colin Schleining, humor was used to give Consumersfirst some ‘personality and edge’.

Marty Laskaris, general manager for Consumersfirst says while the company has competitors, they are in individual categories. Consumersfirst sells, installs and services a whole range of fireplaces, clothes dryers, stoves and barbecues.

‘We are very competitive with our pricing and while someone may find a slightly better price elsewhere, they will not get some of the added features our ads speak of,’ says Laskaris.

Genesis Media was responsible for the media buy. Optimum handles public relations.