Bioheat television campaign captures consumers’ attention

By NBB | January 17, 2013

Heating oil consumers in the Northeast are learning how making a small change will support American jobs, domestic energy security and cleaner air, thanks to three television commercials airing to promote the benefits of Bioheat.

The National Biodiesel Board has worked to encourage consumers and oilheat dealers alike to adopt Bioheat in place of traditional home heating oil for years, but the new television commercials aim to speed up that process by generating more consumer demand.

The commercials began running throughout the Northeast in late November, and will run through February 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.”  

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. This is the first advertising campaign involving television commercials for Bioheat.

“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.”

The campaign also is meant to serve as a marketing tool for Bioheat dealers, who can use the commercials in their own markets or on their websites. 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. 

To see the commercials, visit

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