April 11, 2021     

Net-Zero Hero™ Campaign Runs Through Polar Vortex

As a polar vortex made its way to the Northeast, the “I’m a Net-Zero Hero™” marketing campaign continued spreading the word about Bioheat® fuel’s year-round reliability and capacity to stand up to the cold-temperature conditions that had punished the Midwest and southern states. The campaign is being managed by integrated marketing communications firm PriMedia and sponsored by the New York State Energy Coalition.

Where earlier phases of the campaign also included bus billboards and radio advertising (see “NYSEC & NORA Launch Net-Zero Hero™ Campaign” from Issue 1), the current phase is centered around social media marketing with digital advertising across Google Search, the Google Display Ad Network, Facebook and beyond.

The campaign’s Google Display and programmatic advertising campaign both target homeowners 25 and older in the New York metro area (New York City, Long Island and Westchester County), using AI to determine the most cost-effective placements. While Google Display ads span the search giant’s web properties from Google to YouTube, programmatic ads may appear on any website with ad space, as well as apps, games and streaming platforms on all mobile devices.

As of February 24, 2021, the campaign had generated:

  • Over 1.0 million total impressions on Facebook
  • Over 2.1 million impressions in Google Display advertising
  • Over 2.4 million impressions via programmatic advertising

In addition to these promising results, the campaign received a series of endorsements as it was integrated into the websites of numerous companies that serve customers in the New York metro area. Businesses that have adopted the “I’m a Net-Zero Hero™ slogan include Frank Bros., Nuzzi Fuel, Olympia Fuel, Petro Home Services, Skaggs-Walsh, W.C. Esp, Windsor Fuel, and perhaps the longest running heating fuel and service provider in the region, Schildwachter.

“We are excited that so many renewable liquid heating fuel suppliers have embraced the Net-Zero Hero campaign, and we see the brand continuing to gain traction even as winter winds down,” says PriMedia President Richard Rutigliano. The social media and digital advertising campaign is slated to continue running in the New York metro area through April 2021 and may be extended into the future. “Heating, biofuel, transportation and agriculture industry stakeholders from across the U.S. are welcome to participate,” Rutigliano adds.

For more information, contact NYSEC Chief Executive Officer Rocco Lacertosa at 212-695-1380 ext. 201 or