Commercial kitchen fire suppression systems have been a growth area for Amerex in recent years as it seeks to expand market share vs. traditional competitor Ansul, the category sales leader. Amerex’s system offers advanced technology relative to competitors, making it a potentially more expensive but higher quality option, as is the case for its fire extinguishers as well.

Overall, the strategy for Amerex’s commercial kitchen fire suppression systems campaign has been to get fire equipment distributors, spec writers and commercial foodservice consultants who default to the Ansul system without much thought to understand the differentiating features of the Amerex KP system for their customers through compelling social content.