CHS Inc.

CHS added more than more than 100 independent, branded convenience stores in 2003, bringing the total to more than 800 stores carrying the Cenex brand. Combined with more than 700 additional petroleum outlets that CHS supplies with Cenex products, the total increases to nearly 1,600 branded locations. According to Darin Hunhoff, CHS Refined Fuels Brands, Product & Marketing Manager, a personalized, powerful message is important when trying to break through the clutter of convenience store messaging. The mix of outdoor billboard and radio spots, along with companion in-store signage, incorporates light humor to create scenarios that would appeal to Cenex's target audiences. One of the ads in the campaign reads, "Helpful. Like when Grandma takes the kids." Another quips, "Helpful. ( www.chsinc.com )