Irving Oil has launched a television campaign in Nova Scotia that encourages consumers to sign up for its home-heating price-protection plan.

The campaign consists of two spots, both of which begin with the text, "Who controls the price of oil in Nova Scotia?"

In each of the spots, a couple explains the benefits of Irving's price protection plan. Consumers who sign up for the plan see their heating bills protected from increases in world oil prices. When oil prices decrease, however, those who have signed up for the plan also benefit from the reduction.

Effects of world oil prices on consumers factored into the company's decision to launch its first TV campaign in Nova Scotia in several years, says Terry Small, manager, marketing communications and advertising for Saint John, N.B.-based Irving Oil.

"The price of oil has been a topic of conversation and we felt television really lent itself to this type of message about a price protection plan," says Small. "Having actual, real Irving Oil customers deliver the message gives our creative a lot more credibility."

The spots, created by St. John's, Nfld. agency Target Marketing and Communications, launched yesterday.

-Matt Semansky

* Click to play ad (6.0mb)