EDF Energy plans brand awareness drive

Energy retailer EDF Energy is planning to increase its marketing spend to boost its brand after research revealed that few consumers were aware it was a sponsor of London 2012.

The fresh assault will include EDF sponsoring perimeter advertising boards for all premiership sporting events such as the Carling Cup, FA Cup and the UEFA Cup. It has already secured sponsorship of perimeter boards at Southampton and Crystal Palace football grounds.

The French-owned utility company behind London Energy, was signed as the London Olympic bid team’s first top-tiered sponsor early this year. However, “consumers lack a general awareness of the brand and its involvement with the Olympic bid,” says EDF head of brand Louise Pool. “Consumers know about companies such as BA and BT sponsoring the bid, but because EDF is a relatively new brand we need to invest more to promote it to UK customers.”

Formerly called London Electricity Group, the company changed its name last year (MW July 3, 2003). At the time its utility brands included London Electricity (now London Energy), Seeboard Energy, SWEB and Virgin HomeEnergy. EDF is the name of the holding company, which is owned by the French state.

The company has 5 million customers in the UK.

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