Freezing cold helps boost British Gas

Centrica-owned British Gas has had a better-than-expected first quarter of 2010, as the freezing cold led to a 7% rise in domestic gas consumption in the first three months of the year.

British Gas campaign
British Gas campaign

The utilities provider has also added over 200,000 customers so far this year, following the price-cutting in February, which it says has led to this rise in customer numbers.

The price cut strategy was supported by a national ad campaign created by CHI promoting British Gas as the “cheapest standard gas and electricity” supplier in the UK.

Work included TV, outdoor and print, as well as a tie-in with Absolute Radio. The campaign followed the announcement by the company that it was dropping its prices by 7%, the third time that it had cut them in 12 months.

The price cut is expected to benefit as many as eight million households, with the average gas customer saving £55 per year.

The price cut was an attempt to ward off a potential public outcry that falls in wholesale prices have not been passed on to consumers.

Since the summer of 2008, the cost of gas and electricity in wholesale markets has roughly halved, while household bills have risen, according to the official consumer price index.

In a statement today, Centrica said that the outlook for the full year remained positive.

The company has also rolled out 80,000 smart meters to customers by the end of April, part of an ongoing project that will see nearly one million households receive the meters by 2012.

The company says smart meters save money by charging for the exact amount of gas used.

This story first appeared on pitch

Latest from Marketing Week


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


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.


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.


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 3703 or email

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