The National Biodiesel Board has launched a new television advertising campaign in the Northeast to promote the use of Bioheat. Bioheat is heating oil blended with biodiesel and is a renewable option for consumers and businesses that use heating oil to heat homes and offices. The campaign is funded by the Nebraska Soybean Board, the United Soybean Board, the Iowa Soybean Association and the South Dakota Soybean Research & Promotion Council.
The commercials began running throughout the Northeast in late November, and will run for the next few months during local newscasts and football pregame shows in markets such as Boston, New York City, and Hartford, Conn. The ads highlight the benefits of Bioheat, including greater energy independence, supporting American Jobs, and “making the air in your home and town cleaner.”
“Strong imagery supporting our message is an advantage in creating a connection with customers,” said Paul Nazzaro, petroleum liaison for the National Biodiesel Board. “Consumers see the visual of a Bioheat truck, and see families like theirs, which helps personalize the message. Our goal is simply to pique their curiosity, drive them to the Bioheat website, and contact a dealer who carries it.”
In New York City, one of the commercials congratulates the city on using 2 percent biodiesel in all of its heating oil, thanks to a law that took effect in October. The ads proclaim New York City “Proud 2B2,” a play on the B2 requirement. The campaign is also a marketing tool for Bioheat dealers who can use the commercials in their own markets or on their websites.
Greg Anderson, a fifth generation farmer in Newman Grove, Nebraska said of the Bioheat campaign, “The oilheat market genuinely wants and needs our product, which empowers farmers to continue participating in the U.S. energy sector. Soybean farmers are very proud to wave the Bioheat flag because we recognize the tremendous potential it holds for both our industries.”