EDF unveils ‘Feel Better Energy’ positioning

EDF Energy has launched a marketing campaign to tell customers if they can get electricity cheaper elsewhere as part of its efforts to become more transparent.

The energy supplier has launched a TV spot to introduce its Blue +Price Promise, which vows to inform customers if a rival supplier brings out a tariff which is a least £1 a week cheaper at typical use 3,300 kWh electricity.

The advert features EDF’s new brand character dancing to music while standing on various electrical appliances.

In an attempt to lift consumers’ negative perceptions of the energy sector, EDF Energy says it will not charge termination fees should customers choose to switch.

The move is part of the energy supplier’s Customer Commitments scheme that promises fair value, better service and simplicity as a way of earning customers’ trust.

Commitments include:

  • EDF will redesign its bills by summer to make them simpler and clear for consumers.
  • The energy supplier also promises to publish its customer satisfaction ratings online, so customers can see its progress

EDF follows rival utility companies British Gas and E.ON in launching campaigns to highlight a commitment to providing transparency. Last November, Britis Gas said it would introduce simpler tariffs and more transparent bills in a bid to regain the trust of consumers.

Andrew Brown, brand, sustainability and external communications director at EDF Energy, says: “The launch of our low carbon-backed tariff, Blue +Price Promise, is an example of our commitments being put into practice.”

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