United Airlines named Sesame Street‘s Oscar the Grouch as its first Chief Trash Officer as he and the airline celebrate his love of rubbish. United Airlines’ new, consumer education campaign is designed to promote the expected benefit of using sustainable aviation fuel (SAF) more broadly.
SAF is an alternative to conventional jet fuel that, on a lifecycle basis, reduces greenhouse gas emissions associated with air travel compared to conventional jet fuel alone. SAF is being made from used cooking oil and agricultural waste, and, in the future, could be made from other feedstocks including household trash or forest waste.† To date, United has invested in the future production of over three billion gallons of SAF – the most of any airline in the world.*
The new campaign – which features Oscar in more than 30 pieces of original video, digital, social, and out-of-home content – follows the iconic character’s journey from job listing to c-suite office starring alongside real United employees.
As a part of the collaboration, United Airlines is supporting Sesame Workshop through a donation to the nonprofit educational organization’s Welcome Sesame initiative. Sesame Workshop will also be included in United Airlines’ Miles on a Mission, where travelers will be able to donate miles to help support its global mission to help children grow smarter stronger, and kinder.