'Bioheat: the Evolution of Oilheat' ad campaign blankets NYC

By The National Biodiesel Board | October 19, 2011

Starting Oct. 24, New York City buses and the subway system will be covered with Bioheat ads. Radio commercials are already airing on six highly rated CBS stations. 

“Choose the cleaner, renewable home heat without changing equipment. Bioheat. It's the evolution of oilheat,” says one version of the radio commercial. 

To be called Bioheat, the fuel must contain at least 2 percent biodiesel. It is cleaner burning, cost-competitive with oilheat, and does not require modifications to the oilheat system.  

“Our public opinion research shows that oilheat customers crave the benefits of Bioheat, yet most aren't aware that it is an option for their oilheat systems,” said Paul Nazzaro, petroleum liaison for the National Biodiesel Board. “This campaign will drive customers to ask their oilheat dealers for Bioheat, and raise their understanding of the product and its benefits.”

The ads direct consumers to the Bioheat website, bioheatonline.com, which has been revamped in conjunction with the campaign to be more user friendly to consumers and oilheat dealers alike. Facebook users can also “join the evolution” on the new Bioheat Facebook page.   

“This campaign is a critical step in empowering consumers to use a truly renewable product, contribute to energy security and support American jobs,” said John Maniscalco, CEO of the New York Oil Heating Association.

An early proponent of Bioheat, Maniscalco was instrumental in passing an air quality bill that ensures Bioheat is used within the city for heating homes and buildings. Starting next October, all heating oil sold within New York City will contain at least 2 percent biodiesel.

“We chose New York City for this campaign because raising awareness on Bioheat will help ensure smooth implementation of the most significant Bioheat legislation to date,” Nazzaro said. He noted that New York City uses 1 billion gallons of oilheat each year—more than any other city.  

The effort is Bioheat's largest advertising campaign to date, and is funded by the NBB and the Nebraska Soybean Board. The NBB is in the midst of another advertising campaign, the national Advanced Biofuel Initiative, which includes television commercials on network news shows.

Maniscalco said calling Bioheat the “evolution of oilheat” is apropos. 

"It's more than a catchy campaign slogan—it's a call to action to the oilheat industry,” he said. “The oilheat dealers who listen to their customers and embrace Bioheat are making a positive transformation that could satisfy our customers and sustain our industry for decades to come.”  

 

 
 
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