The B.C. Chapter of the American Marketing Association has named Mr. Lube Marketer of the Year.

Laura McBride, past president and chair of the Marketer of the Year judging committee, said the Richmond, B.C.-based company was chosen because of focused branding and an aggressive marketing strategy.

“The decision to recognize the tremendous work of Mr. Lube was a result of the marketing creativity the organization brought to a traditionally low interest category with a focused strategy and message,” said McBride in a release. “It was a well-rounded success story with excellent results.”

Paul Healey, president and CEO, and Brent Cuthbertson, vice-president marketing, joined the company in 2006 with a mandate to overhaul the 30-year-old brand and turn it into a finely tuned retail operation while opening new franchises across the country.

The challenge was to change consumers’ perceptions and position Canadian locations as an alternative to car dealerships for routine maintenance.

Last September the company launched a television, print and radio campaign by Vancouver’s Rethink that took a humorous approach to oil changes. The ads promoted Mr. Lube’s two key messages: “no appointment necessary” and “warranty approved.”

Mr. Lube also overhauled the brand to ensure that everything, from the uniforms to in-store menus, reinforced the brand.

Mr. Lube has a marketing budget of around $10 million a year for national and regional programs. The company will receive its award on Sept. 29 at the Westin Bayshore Resort and Marina in Vancouver.