Turning Cooking Oil Into Biofuel: Building Awareness for a Green Business
Restaurant Technologies (RT) needed to get the word out about their green-centered business focus.
Insight
RT helps foodservice businesses through the automated delivery, storage, handling and recycling of used cooking oil. The company sells collected oil to refineries to be turned into biodiesel and uses the biofuel in its own fleet. Not only does this approach offer a lucrative revenue stream, but it also helps propel alternative fuels into the mainstream for commercial vehicles.
Idea
To garner greater awareness of RT’s work and role transitioning used oil into biofuels, Padilla created an earned media campaign with the Chevron Renewable Energy Group refinery partner around the circular oil economy.
Impact
RT was featured in major market and foodservice publications around its core oil management business, with circular oil economy articles appearing in additional fuel and fleet media, expanding awareness of the company's green business into new markets.
Results
New Brands
Empire Casino, Hyatt, Jack in the Box and Apple American Group
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coverage in new fuel and fleet media
Thought Leader
in the sustainability conversation
Awards
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