Although Michigan Outdoors and travel were the signature
advertising programs of the firm, Leonard continued to also sponsor a
wide array of other advertisements to bring in customers. It continued
to advertise the quality of its products and service, and often coupled
this with programs like Leonard’s “winter driving guarantee,” which
promised that if you faithfully followed the Leonard service plan, and
of course exclusively used Leonard gas, should your car fail to start
in the winter Leonard would pay to get it running again.
Leonard also sponsored a wide variety of give-aways and
promotions. For example in 1956 it offered a bicycle at every service
station for the child who gathered the most coupons; with one coupon
being awarded for every gallon of gas purchased at that station. In
1961Leonard offered customers the opportunity to buy “Golden Rhapsody”
chinaware, which was advertised in Vogue magazine for $5.25 a
place setting but was available at Leonard stations for only 99 cents,
with a minimum purchase of 8 gallons of gas.
The firm regularly gave away or sold at steep discount china,
mugs, glass tumblers, thermos bottles and many other products, all of
course available to the consumer only after the purchase of a minimum
quantity of Leonard gas.