NBB initiative showcases biodiesel in first-ever national campaign

By NBB | June 14, 2011

In May, the National Biodiesel Board began production for the advertising portion of the Advanced Biofuel Initiative. The initiative will use one-on-one outreach and NBB’s first-ever national television ad among other avenues to help secure biodiesel’s role as an advanced biofuel.

The 30-second television commercial will be presented as a testimonial showcasing biodiesel at work in real settings. After much testing and research, this format proved to be the most effective among the target audience. The simple, direct message will help reiterate that biodiesel is here now, working to support our economy and energy independence. There are many great cities that use biodiesel, but Dallas was selected for its universal appeal as a “typical” American city free of regional or other stigmas.

The commercial will air during Sunday morning news shows and will begin with local cable advertising targeted at the Mid-Atlantic region. The National cable ad buy is scheduled for the fall with additional regional ad buys and a print and online media outreach portion of the campaign to reinforce both the images and the messages in the television commercial.

The advertising effort is just part of the overall Advanced Biofuel Initiative. The program also includes opportunities for direct outreach to likely detractors such as environmental organizations, all designed to establish biodiesel as an advanced biofuel.

Campaign information including the TV commercial and print advertising pieces can be found at www.biodiesel.org.

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