United Airlines has named Sesame Street’s Oscar the Grouch as its first ‘Chief Trash Officer’ as part of a new consumer education campaign designed to promote the expected benefit of using sustainable aviation fuel (SAF) more broadly.
The popular muppet boasts five decades worth of “trash experience,” says United, tongue in cheek, noting that SAF fuel – an alternative to conventional jet fuel that reduces greenhouse gas emissions associated with air travel compared to conventional jet fuel alone – can be made from garbage such as cooking oil and agricultural waster and, in the future, could be made from other feedstocks including household trash or forest waste.
The campaign features the furry, green grouch – who famously lives in a trash can, and whose trademark song is “I Love Trash” – in more than 30 pieces of original video, digital, social, and out-of-home content that follows the character’s journey, alongside real United employees, from job listing to c-suite office starring alongside real United employees.
To date, United has invested in the future production of over three billion gallons of SAF – the most of any airline in the world.
Consumers can take action too. In a first among US airlines, United now shows an estimate of each flight’s carbon footprint on a per economy seat passenger basis on its app and website, and travellers have the option to contribute to supplement United’s investment in the UAV Sustainable Flight Fund, a first-of-its-kind investment vehicle designed to support start-ups focused on decarbonizing air travel by accelerating the research, production and technologies associated with SAF.
“Every airline burns jet fuel to run their business, but no airline will solve climate change on its own,” said United Chief Communications Officer Josh Earnest. “So United has enlisted Oscar to help us educate the travelling public of all ages about SAF and rally them to the cause of fighting climate change. From banana peels to fryer grease, Oscar is uniquely qualified to help us explain why trash could be the treasure that fuels the jets of the future.”
The integrated campaign includes interactive social-first elements, colourful spreads in Hemispheres magazine, and a unique film series, all of which were created, says United, to simplify a complicated topic in an approachable and entertaining way.
As a part of the collaboration, United Airlines is supporting Sesame Workshop through a donation to the non-profit educational organization’s Welcome Sesame initiative. Sesame Workshop will also be included in United Airlines’ Miles on a Mission, where travellers will be able to donate miles to help support its global mission to help children grow smarter stronger and kinder.
“This campaign provided a special opportunity to showcase an iconic Sesame Street character, Oscar the Grouch, celebrating what he loves best – trash,” said Jennifer Ahearn, VP, Global Strategic Partnerships & Themed Entertainment, Sesame Workshop. “The amazing collaboration helps United Airlines explain in simpler terms the technology of turning trash into fuel in a fun and engaging manner.”