More than $3.5 million of public money has been spent on an advertising campaign on how to save fuel as the pressure at the pump continues. The Government agency behind the campaign is applauding it as a success as the Energy Minister talks about the importance of value for money in spending. Azaria Howell reports.

As at May 15, the Energy Efficiency and Conservation Authority, EECA, had spent around $3.55 million on the ‘Stretch Every Tank’ campaign.

Ads across media platforms include tips such as smooth and steady driving to save fuel, and removing unused roof or bike racks to lighten the load. Drivers are also encouraged to check tyre pressure and keep on top of vehicle maintenance - all part of a package to help Kiwis save fuel and money.

Fuel prices soared after further conflict in the Middle East saw the closure of the Strait of Hormuz - a key shipping channel - and uncertainty in global markets.

Media placement cost EECA $3.135 million, creative design and production came out to $340,000, and $75,000 was spent on monitoring and evaluation.

The campaign is set to end on June 19.

Details have been provided in response to an Official Information Act request from Newstalk ZB.

Energy Minister Simeon Brown recently wrote to the agency with a reminder about the importance of prudent spending.

EECA said the spend was planned to be reduced “substantially” in later weeks of the campaign, as it “frontloaded” spending to “achieve rapid reach”.

At seven weeks in, based on weekly sampling, EECA said 2.9 million drivers could recall the campaign to date, and 2.6 million had found it relevant.

Of this, EECA said 1.3 million people had taken at least one fuel saving action, which it estimates showed an average fuel reduction of more than two million litres a week.

“Total estimated savings over 7 weeks is almost 15m litres and $50 million,” the agency said.

EECA added further information seeking “remains strong” as its web content on fuel saving tips has had more than 355,000 visits.

In an interview with Newstalk ZB, chief executive Dr Marcos Pelenur added the agency would count it as a “strong success”.

“I would call that a very good return on investment. It’s also why it’s important to evaluate these types of initiatives, which is what we always do at EECA,” Pelenur said.

The agency’s boss said all of the advice put together could drop fuel use by 20% - and save Kiwis money.

“At the moment, we know that prices are tough. We want to help New Zealanders save every dollar they can on their fuel,” Pelenur told Newstalk ZB.

Minister for Energy Simeon Brown separately wrote to EECA chair Elena Trout on May 13 with a “reminder” about spending on information campaigns. Pelenur was CC’d in the memo.

Brown called for all proposed expenditure to be subject to a “rigorous assessment of value for money”.

“Every dollar EECA spends is a dollar of taxpayers’ money, and New Zealanders rightly expect it to be used responsibly,” Brown wrote, stating the importance of campaigns being “of an appropriate nature and are delivered efficiently and at minimal cost”.

Brown said the country is paying $9 billion a year in interest on Government debt, which tripled in real terms under the previous Government.

“At a time when businesses and households are being very careful with their spending, every government department and agency needs to be doing the same,” he said.

“I acknowledge the importance of people receiving good advice about how to conserve fuel to lower their bills and expect EECA to deliver this information as cost effectively as possible,” Brown added.

“There is always an appropriate balance to be found and I am sure EECA understands that.”

Pelenur said the letter was clear around value for money: “We support it, and that is what we’re doing with this [fuel saving tips] campaign”.

The Government’s Ministerial Economic Security and Supply Chains Group agreed to EECA running a public information campaign on March 25 - to run for 12 weeks to June 19, according to the OIA response.

In March, Minister of Finance Nicola Willis said in a press conference that a move to phase two of the Government’s fuel response could see the advertising campaign “become more directive”.

Azaria Howell is a multimedia reporter working from Parliament’s press gallery. She joined NZME in 2022 and became a Newstalk ZB political reporter in late 2024, with a keen interest in public service agency reform and government spending.