The Fly Up

Heathrow is working hard to take carbon out of flying. The most significant way to reduce carbon is to convince airlines to power their planes with Sustainable Aviation Fuel (SAF). Despite being one of the largest users of SAF in the world, Heathrow’s efforts were not necessarily landing with the media or the public. We wanted to change the conversation and make Heathrow famous for being a SAF advocate. For that we turned to one of the airport’s most popular attributes, its pre-flight breakfasts. Working with chef Heston Blumenthal we created the first biofuel breakfast, a fry-up (renamed the Fly-Up) cooked with oil that is then recycled into SAF. Each breakfast was served with a slice of ‘plane’ toast, and a napkin full of information about Heathrow’s sustainability plan, which aimed to reassure passengers about the airport’s progress to being net zero by 2050. The campaign caused a 10 per cent jump in brand favourability.