In 2008 — the last time Americans faced a spike in the cost of gasoline — the Postal Service launched a television ad to let customers know that unlike the competition, USPS wasn’t going to add surcharges to its pricing to offset rocketing fuel charges.

Today, with uncertainty still surrounding fuel costs, USPS has brushed off its ad of 3 years ago and once again is airing it on national TV. It begins with a question: “With the rising price of fuel, guess which way shipping costs are going.” Anticipating consumer angst, the ad informs viewers “The Postal Service has no fuel surcharges.”

Gary Reblin, vice president, Domestic Products, knows rising fuel prices also are hitting shippers in the pocketbook (Link, 3/22). “Our competitors already have increased their pricing with fuel surcharges,” he said. “We want to work with customers, helping them get through this difficult period in exchange for their confidence and continued business long after fuel costs have stabilized.”

Reblin said USPS will do everything it can to encourage customers to continue shipping with USPS. “It worked in 2008, and it’ll work again in 2011,” he said.

source: USPS News Link – March 31, 2011.