Kentucky Corn has made it a priority to put your checkoff dollars to work in ways that benefit both Kentucky corn growers and the general public. Through strategic media campaigns, KY Corn is not only promoting ethanol as a sustainable fuel source but also ensuring consumers understand the direct impact of their fuel choices.
Our recent media campaigns—like Unleaded88 billboards and “Dad-Approved” commercials during the PGA Tour and Summer Olympics—were each designed to meet consumers where they are. By reaching those who may not typically consider where their fuel comes from, KY Corn is showing up where it matters, making sure that the story of ethanol and its benefits reaches beyond the farm and into the homes of Kentucky consumers.
Fueling Awareness with Unleaded88 Billboards
One of the impactful ways Kentucky Corn has used checkoff dollars is through an Unleaded88 billboard campaign. Billboards were secured along Eastern Kentucky State Park highways and high-traffic tourist destinations throughout Louisville to raise awareness about ethanol. These locations ensured that our message reached a broad audience of summer and fall travelers as they were thinking about fuel options for long road trips. What resulted was 3.75 million impressions!
Our message was simple: “Unleaded88. Engine smart. Earth kind.” The billboards highlighted the benefits of ethanol, emphasizing that it’s not only good for your wallet, with lower prices at the pump, but also great for vehicle engines and the environment. For consumers, this campaign introduced and reinforced that they have a fuel choice that benefits their pocketbooks and reduces carbon emissions. For farmers, this campaign meant driving awareness of corn ethanol. Growing the demand for ethanol translates directly into increased market opportunities for corn. By connecting with consumers with this message, KY Corn is actively working to protect and grow corn markets, ensuring long-term sustainability for both farmers and the environment.
Driving Demand for Ethanol with the PGA and Olympics
KY Corn took consumer education to the airwaves with our “Dad-Approved” commercial campaign—a strategic use of checkoff dollars aimed at reaching an urban, family-oriented audience. This campaign included 60 commercial ad spots during the 2024 PGA Tournament in Louisville, marking the first time the tournament has returned to the city in a decade. During the broadcast, a 30-second ad aired, educating viewers about Unleaded88 along with an Unleaded88 logo “ticker” displayed during local “chopper cam” coverage. The commercial highlighted ethanol’s compatibility with modern vehicles, its availability at retail locations, and the fuel’s benefits—especially its affordability and ability to reduce engine damage.
Additionally, KY Corn expanded this campaign’s reach during the 2024 Summer Olympics, one of the most-watched global events, to bring the benefits of ethanol to an even broader audience. This campaign included 55 commercial ad spots with five spots played during the opening ceremony and ten spots aired during primetime.
Fueling up with gas is an everyday decision, and our campaign made sure that ethanol became part of that conversation. By promoting the affordability and sustainability of ethanol through a relatable situation, the commercials helped drive demand for corn ethanol, growing market opportunities for Kentucky corn.
For farmers, this campaign aligned directly with KY Corn’s mission to protect and grow corn markets. Increased consumer awareness leads to more people choosing ethanol, which helps create a viable business environment for Kentucky corn producers. The campaign also reinforced Kentucky corn farmers’ commitment to sustainable agricultural practices–proving that Kentucky’s corn growers are part of the solution for a cleaner, greener future.
Growing Opportunities for Farmers
From highway billboards to televised commercials, our media campaigns have reached audiences who may not regularly think about where their fuel comes from. By promoting ethanol as a sustainable, affordable fuel option, KY Corn is helping raise awareness and drive demand for corn ethanol. And as ethanol becomes a larger part of everyday fueling decisions, the connection between consumer fuel choices and the livelihood of Kentucky farmers becomes clearer. These efforts represent our commitment to protecting and growing corn markets, ensuring your checkoff dollars are used to foster a thriving and sustainable business environment.