Major New Initiative by Get Biofuel Encourages Drivers to Easily Switch to Unleaded 88 and Make a Difference for the Planet

During a time when most news about the climate and environment is challenging at best (and depressing at worst), drivers are now learning there is something incredibly easy most of them can actually do to help nature. Get Biofuel, a new consumer marketing mission from D.C.-based Growth Energy, the nation’s largest biofuel trade association, is based on the belief that helping the planet can come through expanded use of better fuel options, plain and simple. And that solution is the readily available biofuel Unleaded 88 (Unl88).

The group engaged creative agency Little Big Engine in December of 2023 after an extensive RFI/RFP process. Together, with media and strategy agency Cullen & Rose, the humorous campaign “Nature Will Thank You” was created. A fully integrated campaign that devises a clever and imaginative way to literally bring that idea to life by showing drivers being surprised by grateful eagles, bears, deer, squirrels and more when filling up using a higher biofuel option such as UNL88.

Elizabeth Funderburk, vice president of communications at Growth Energy, notes that “Most people want to do more to help the environment. But when it comes to improved fuel options, many don’t know exactly what biofuel is and why it’s better for their engine, budget and our planet. Our ‘Nature Will Thank You’ campaign is focused on disrupting people with humor to educate them on the benefits of choosing higher biofuel blends at the pump. Most people don’t consider how a move to higher biofuel blends is even an option to them. We hope to change that—dramatically.”

The national effort will first be focused on the Midwest and be readily seen on social media (Meta, TikTok, YouTube), Google, programmatic media, and GasBuddy. The creative is a full-funnel digital campaign focused on disruption in key channels including social media, paid search, and navigation-powered programmatic media to integrate fuel retailers and the connection to consumer change at the pump.

“‘Nature Will Thank You’ is a groundbreaking initiative designed to inspire consumers to change their fuel habits and help the environment. We have constructed the media strategy to target those who have the highest propensity to switch their fuel: moms and millennials,” notes Matt Wexler, founder/managing partner at Cullen+Rose, Strategy and Media partner for Growth Energy. “These customers want to make a significant difference in supporting a greener, more sustainable future. We’re not just changing fuel habits; we’re fostering a community of smarter drivers.”

All films lead to Get Biofuel (www.getbiofuel.com), a site that further educates people about biofuel and gives them content to share on social media to help spread the word. The site went live June 21.

“When it comes to doing ads that are focused on helping the planet, too many brands focus on the negative impacts we have as humans to get people to consider changing their behavior,” said Patrick Maravilla, founder/ECD Little Big Engine. “We wanted to use a lighter touch and have fun showing how easy it is to do something small that will make a big impact. I mean, how hard is it to push a different button at the gas pump?!”

Unleaded 88, also known as E15, is a fuel blend of 15% ethanol and 85% gasoline with an octane rating of 88. It’s approved by the U.S. Environmental Protection Agency (EPA) for use in all 2001 and newer cars.

Source: Little Big Engine

  Advertising, Campaign, Cullen & Rose, Get Biofuel, Growth Energy, Little Big Engine, Marketing, Unleaded 88