A label (200) is configured to be disposed in an installed position on a vending machine (100) vendable-product support shelf (104). This label has a horizontally-oriented first portion (201) and a vertically-oriented second portion (202). The horizontally-oriented first portion can be oriented directly beneath an area that vertically corresponds to a given row of vendable products (106). This first portion has first promotional content (203) (comprising, for example, graphic content such as alphanumeric material and/or images) that is visible to a consumer viewing the interior of the vending machine through the transparent front portion (at least when the given row of vendable products is empty). The second portion can similarly have second promotional content (204) (again comprising, for example, graphic content such as alphanumeric material and/or images) that is visible to the aforementioned consumer regardless of whether the given row of vendable products is empty.