SG Biofuels (SGB) came to SSPR to raise awareness for Jatropha, a plant-based oil that can be produced in mass quantities and burns much cleaner than traditional jet fuel. Jatropha was previously tried as an alternative fuel source and considered a failure by the industry and the media.
How we got there
SSPR designed a campaign – deemed “Jatropha 2.0” – to spread awareness that if Jatropha is grown correctly, it is indeed a viable fuel source. The team focused messaging around SGB’s key attribute: the world’s largest catalog of Jatropha genetic variants.
They also supported their efforts with scientific proof that the first wave of Jatropha were not diverse enough to thrive in extreme climates. To garner media attention from large markets, such as transportation, the SSPR team targeted tier-one business press and energy trade publications.
The team’s efforts resulted in both national and energy-focused coverage, positioning SGB as the voice in plant-based fuel. Highlights included Forbes, Quartz, Bloomberg and Biofuels Digest.