Biodiesel industry launches multimillion-dollar ad campaign

Source: Amanda Peterka, E&E reporter • Posted: Monday, June 18, 2012

The biodiesel industry today announced it is launching a multimillion-dollar ad campaign that will tout biodiesel’s place as the only commercially available advanced biofuel in the U.S. marketplace.

The campaign will include a mixture of TV, Web, print and radio advertising, with two 30-second TV spots airing Sunday on morning news shows. The ads will feature a Ford Super Duty pickup that recently set a land speed record driving with B20, a mixture of 20 percent biodiesel and 80 percent diesel.

“This is the fast track to more jobs and America’s energy independence. Advanced performance is here, now,” a voice-over in one of the TV ads says as the truck is shown careening around a track.

The ads are sponsored by the National Biodiesel Board, United Soybean Board, state soybean checkoff boards, U.S. Canola Association and Northern Canola Growers Association.

“This ad campaign tells people that advanced biofuel is here now,” said Joe Jobe, CEO of the National Biodiesel Board. “Biodiesel creates jobs, is better for the environment and supports energy security. And it breaks land speed records, too. There’s no doubt this is a great alternative fuel success story.”

This is the second campaign by the industry to boost awareness and support. The first was launched almost exactly a year ago.

Biodiesel is a renewable fuel made from feedstocks such as soybean oil, used cooking oil and animal fat. The industry last year produced a record 1.1 billion gallons, exceeding the targets set out by U.S. EPA under the federal biofuels mandate.

From January to April of this year, the last month for which data are available, the industry produced nearly 250 million gallons. While production is greater than the 217 million gallons produced in the same time period last year, monthly production has slipped from the record levels seen in December 2011.

The slip in production is likely due to the expiration of the biodiesel production tax credit and a delay at EPA in finalizing targets for next year. The industry is pushing for reinstatement of the tax credit and an aggressive 2013 target of 1.28 billion gallons to spur greater production.