Decker Fires Up New CEMA Bioheat Fuel Campaign

Aug. 29, 2024

Working with long time client, Connecticut Energy Marketers Association, Decker was tapped for a new 2024 Bioheat® Fuel campaign. This campaign, like past campaigns, delivers a comedic take on the benefits of Bioheat Fuel for home heating. It departs from the previous benefit driven campaigns and dives into the singular message – Cleaner Air.

Research and data showed that consumers responded very positively to the cleaner air messaging, resulting in a more targeted message, according to Decker.

Creative Director, Dom DeLoya said:

"After seeing how well our messaging around cleaner air performed in previous campaigns, we decided to go all in this year. We leaned into playful humor by giving the air a voice and the pestering attitude of a kid on a road trip. This comedic approach was a fun departure from where we’ve been previously and plays into the humor of today in advertising."

 

 

The campaign will appear on broadcast as well as social media. 

Decker teamed up with Urban Rhino for production. DeLoya directed with Ashton Harrewyn as DP. 

The campaign is running in the Connecticut market through early fall 2024.