In 2002 Fuel launched the Government of Canada's Super E house programme, which teams up UK building companies with Canadian housing exporters to produce healthy, energy efficient homes, in the UK.

The public relations campaign has been specifically designed to position Super E as thought leaders and innovators amongst UK builders and various stakeholders including journalists, housing associations, trade organisations and Key Opinion Formers.

As a result of the campaign, Super E is regularly approached by event organisers and universities to deliver keynote lectures and consulted by industry bodies and journalists for reports and articles on advanced housing technology. Over a five-year period the media campaign has reached a combined trade and consumer audience of over 100,000,000.

In terms of business results, the number of Super E homes in the UK has grown from 1 to over 600 and the Government of Canada expects this increase to top 1,000 homes in the next three years - more units than all of Super E's competitors combined. With no permanent presence in the UK or supporting marketing activity, the Government of Canada openly acknowledges that PR has played a major role in establishing Super E in the UK.