Primagaz

Belgians are creatures of habit when it comes to heating. You know what you’ve got, you know how it works, and as long as the house stays warm, why change?

That was the hurdle Primagaz had to clear. The brand supplies propane to households and businesses, from large tanks to gas bottles for the barbecue or patio heater. It’s a particularly good fit for homes that aren’t on the gas grid.

Yet propane rarely crossed people’s minds as a way to heat their home. And those who did think of it tended to picture big tanks and safety risks. Primagaz had a twofold problem: low awareness and an image that wasn’t doing it any favours, among consumers who were in no hurry to change anyway. Our brief was clear: put Primagaz and propane on the map, build trust and get people to see propane as a serious alternative to heating oil.

A warm home is another matter. People who want to heat their house aren’t shopping for a propane tank. They just want it to be comfortable indoors. No worries, no hassle and preferably no upheaval.

That insight became our starting point. Why try to warm people up to a product they barely know, when warmth is something they’ve cherished all their lives?

Our second insight: in Wallonia, trust is local. People rely on those around them, on personal connections and on what their neighbours have to say. A national energy supplier with big promises won’t win them over easily. A partner that’s visibly part of the community has a head start.

That led to three shifts: from product to brand, from technical specs to how Primagaz makes people feel, and from one big national campaign to communication with a local face. The aim: to go from unknown to trusted.

Warmth isn’t just a number on the thermostat. It’s coming home. Cosiness. Feeling safe. That moment when you curl up under a fleece blanket on a cold evening. This is where Warmth wherever you want it comes from: a brand concept built on a feeling everyone already knows, rather than something we’d have to explain.

Primagaz brings warmth to places other energy suppliers don’t always reach. We made that closeness visible, quite literally. Instead of the usual gas tanks and technical installations, our visuals show familiar spots in Wallonia and Flanders. Warm places where real people live. And in each one, if you look closely, you’ll find… a small flame.

Not just any flame, but a graphic symbol that’s part location pin, part gas flame. It marks the places Primagaz keeps warm and shows that warmth is never far away. It has become a recognisable brand asset that runs through every piece of communication. A fluent device that helps Primagaz build recognition, even when the product itself is nowhere to be seen. Building a brand takes more than saying what it stands for. People need to recognise it and feel that it speaks to them.

A campaign about being close by only works if you actually show up. So, we didn’t just adapt Warmth wherever you want it for different media, but for different places too.

A targeted analysis showed us which regions held the most commercial potential. There, we went big on local media. Regional TV, billboards with images and copy tailored to the area, point-of-sale material at local dealers and door drops put Primagaz in plain sight, right where it matters.

National digital activity backs up that local presence. It builds wider brand awareness and nudges interested prospects towards a concrete next step.

Warmth wherever you want it is more than a campaign visual or a tagline. It’s a creative and strategic platform that links brand building, local relevance and sales activation.

This is what Cartel Agency, as a creative business accelerator, believes in: compound creativity. Rather than starting over every time, we develop ideas that build on one another, so their impact adds up.

For Primagaz, Warmth wherever you want it marks a fundamental change of course. From what propane does to what people need. From technical arguments to recognition. From a distant energy supplier to a partner just around the corner. And from unknown to loved.

The biggest obstacle to switching energy source isn’t always the installation. Sometimes it’s all in the mind. And that’s where Primagaz comes in.

The campaign launched in September 2026. Results on brand awareness, consideration and qualified leads will follow once the first figures are in.