EDF Energy to take on British Gas

EDF Energy is launching an ad offensive against British Gas with a campaign that will attempt to steal customers from its rival, which increased its energy prices last month.

The press and poster campaign, which breaks next week, will use the tagline “Smile. You don’t have to stay with British Gas – switch to our Dual Fuel price promise now”. The campaign, created by Maher Bird, also promises EDF will be “cheaper than British Gas from now until at least 2006”. Media planning and buying is handled by Manning Gottlieb OMD.

This is the first marketing onslaught since the British Gas price hike. Industry observers say that, as a result, British Gas could lose more than 1 million customers.

In response, British Gas has already sent its customers a 16-page booklet, called “In the Know – Energy Prices Explained”, explaining the reasons behind the increase (MW September 2).

EDF Energy has sold off its 20,000 fixed-line telephone customers using London Energy, SWEB Energy and Virgin HomePhone to Tunbridge Wells-based Adept Telecom.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here