Decker Pumps BioHeat® for Home Heating Fuel Retailers

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New advertising campaign to educate Connecticut's home heating fuel customers about the renewable, energy-efficient BioHeat fuel that's already being delivered to them.

Consumers have choices to make about how they heat their homes. Our goal is to make them feel confident that they are doing the right thing for their wallet and the environment by staying with home heating fuel.

The Connecticut Energy Marketers Association (CEMA) has appointed the team of Decker Creative Marketing and Makiaris Media Services to spread the good news about the home heating fuel industry’s new energy-efficient blend called Bioheat®. The renewable, cleaner burning, more cost-efficient fuel is already being delivered to customers statewide by the more than 230 independent CEMA member companies.

“Consumers have choices to make about how they heat their homes. We need to educate Connecticut’s home heating fuel customers about the renewable, energy-efficient Bioheat that’s already being delivered to them. Our goal is to make them feel confident that they are doing the right thing for their wallet and the environment by staying with home heating fuel,” said CEMA President Chris Herb.

The Decker-Makiaris team was awarded the multi-year assignment following a competitive review of a half-dozen advertising agencies. The campaign launched April 4th, using television and online channels.

“We met with several ad agencies, but the Decker-Makiaris team convinced us they bring the best line-up of talent to meet our marketing challenge,” said Herb.

The campaign creative builds on the insight that home heating fuel customers are almost universally unaware that they are already using cleaner burning Bioheat fuel and enjoying its increased cost efficiency. In the TV spot, a voiceover announcer asks an on-camera consumer a series of obscure “Did you know . . . “ questions, the last of which relates to Bioheat fuel. In all cases, the consumer’s response is, “I did not know that.” Viewers are directed to bioheatNOW.com to learn more.

About Decker
A Connecticut company for 39 years, Decker Creative Marketing serves a range of national and regional clients across a number of industries, including healthcare, hospitality, banking, investor relations, solar energy and senior living. Please visit deckerdoesit.com for more information.

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Mary Ann Dostaler
MAD Communications
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