Earlier this week, the New York Post reported:

The New York City Department of Environmental Protection has drafted new rules that would order eateries using the decades-old baking method to slice carbon emissions by up to 75%.

The rule targets coal-and-wood-fired ovens installed before May 2016 and restaurateurs said it would cost at least $20,000 to install air filtration systems to dramatically curb smoky emissions.

Unsurprisingly, this ridiculous proposal has been met with furious (and viral) opposition.

Pizza Czar, Dave Portnoy ranted:

https://twitter.com/stoolpresidente/status/1673461233230442497?s=20

A restaurant owner “delivered” pizza to City Hall:

https://twitter.com/ScottLoBaido/status/1673373032075739141?s=20

Fox News covered it:

https://twitter.com/TeamCavuto/status/1673742621414686722?s=20

And the New York Post put it on the front page:

As we see above, the natural coalition opposing this proposal are pizzeria owners (and other restaurant owners) and their customers. But there’s another coalition that isn’t as obvious but are contributors to this great American fare and can accrue consumer and public goodwill: coal producers.

Regulators have put coal producers on their heels. It’s no secret that many government agencies and officials want to regulate (wrongly, in our opinion) the use of coal to oblivion.

Whatever your position is on these proposals, we believe the average American understands these ticky tack regulations are dumb, and strain the credibility of our government to solve hard problems. People get that the use of coal in pizza ovens or in your Weber grill at home are not going to melt the ice caps.

It’s not everyday that coal producers can find common cause with New Yorkers -- or many Americans outside of Wyoming, Kentucky, or West Virginia for that matter. But this regulatory proposal has cracked open the door to build that relationship.

Coal producers should lean into this culturally visceral moment and share with New Yorkers (and the country) the resource’s use cases beyond general power generation that is so frequently demonized by the mainstream.

The campaign is simple: buy ad space in the New York Post and celebrate the contribution coal has played with the greatest pizza (New Haven has coal-fired ovens too) in the country:

We understand that the coal industry is in an existential fight for their livelihood and that a campaign like this might seem a little too trite. But given the cultural relevance of this proposal and Americans’ love for pizza, coal producers have a unique chance to go on offense.

***

In our introductory blog nearly a year ago -- we wrote about building the modern marketing firm. In this example case, a designer interested in the project can create the art (the NY Post ad), mint the NFT (a digital copy of the ad or just the corresponding art), and pitch the idea to prospective clients.

Should a client agree to the proposal, the project team will place the ad and retain ownership of the original NFT. The client can then purchase the NFT (and the ownership) and use it to further engage interested constituencies or simply license the ad or art while the project team retains ownership.

Earlier this week, the New York Post reported:

The New York City Department of Environmental Protection has drafted new rules that would order eateries using the decades-old baking method to slice carbon emissions by up to 75%.

The rule targets coal-and-wood-fired ovens installed before May 2016 and restaurateurs said it would cost at least $20,000 to install air filtration systems to dramatically curb smoky emissions.

Unsurprisingly, this ridiculous proposal has been met with furious (and viral) opposition.

Pizza Czar, Dave Portnoy ranted:

https://twitter.com/stoolpresidente/status/1673461233230442497?s=20

A restaurant owner “delivered” pizza to City Hall:

https://twitter.com/ScottLoBaido/status/1673373032075739141?s=20

Fox News covered it:

https://twitter.com/TeamCavuto/status/1673742621414686722?s=20

And the New York Post put it on the front page:

As we see above, the natural coalition opposing this proposal are pizzeria owners (and other restaurant owners) and their customers. But there’s another coalition that isn’t as obvious but are contributors to this great American fare and can accrue consumer and public goodwill: coal producers.

Regulators have put coal producers on their heels. It’s no secret that many government agencies and officials want to regulate (wrongly, in our opinion) the use of coal to oblivion.

Whatever your position is on these proposals, we believe the average American understands these ticky tack regulations are dumb, and strain the credibility of our government to solve hard problems. People get that the use of coal in pizza ovens or in your Weber grill at home are not going to melt the ice caps.

It’s not everyday that coal producers can find common cause with New Yorkers -- or many Americans outside of Wyoming, Kentucky, or West Virginia for that matter. But this regulatory proposal has cracked open the door to build that relationship.

Coal producers should lean into this culturally visceral moment and share with New Yorkers (and the country) the resource’s use cases beyond general power generation that is so frequently demonized by the mainstream.

The campaign is simple: buy ad space in the New York Post and celebrate the contribution coal has played with the greatest pizza (New Haven has coal-fired ovens too) in the country:

We understand that the coal industry is in an existential fight for their livelihood and that a campaign like this might seem a little too trite. But given the cultural relevance of this proposal and Americans’ love for pizza, coal producers have a unique chance to go on offense.

***

In our introductory blog nearly a year ago -- we wrote about building the modern marketing firm. In this example case, a designer interested in the project can create the art (the NY Post ad), mint the NFT (a digital copy of the ad or just the corresponding art), and pitch the idea to prospective clients.

Should a client agree to the proposal, the project team will place the ad and retain ownership of the original NFT. The client can then purchase the NFT (and the ownership) and use it to further engage interested constituencies or simply license the ad or art while the project team retains ownership.