Let’s Catch Up is a deceptively simple creative platform that transformed the daunting topic of utility bill debt into an inviting, neighborly conversation. By using a common, everyday phrase that people associate with friendly interactions, the campaign helped strip away the intimidation of seeking financial assistance. The concept was brought to life through “Catch-up Coaches,” reframing National Fuel’s customer service representatives as supportive guides ready to help customers navigate their way back to financial stability. Instead of focusing on the stress of past-due bills, the creative made an uncomfortable subject feel more approachable by emphasizing moving forward together, positioning National Fuel as a supportive partner rather than just a bill collector.

View the National Fuel “Let’s Catch Up” campaign creative and results