British Gas invites consumers to take a load off

The new campaign from The&Partnership underlines the role of brands in supporting consumers through the cost of living crisis.

Nicola Kemp

Editorial Director Creativebrief


British Gas is launching a new campaign which combines sustainability with saving money, as consumers continue to grapple with rising prices. 

The campaign, created by The&Partnership and OMD, introduces the strapline ‘Save it for Sunday’. A message that underlines the fact that household tasks such as washing could be tackled on a Sunday between 11am and 4pm. A time when consumers can get 50% off energy bills. 

The message is being brought to life with special builds in high-traffic areas like Brompton Road in London, and Mancunian Arch Way in Manchester. It will also run across radio, social and out of home advertising.

One execution features a huge washing line, which stretches the length of Waterloo Station. Press ads include high piles of ironing and social media executions show an assortment of charging electronics buzzing on social media. 

PeakSave, the initiative behind the campaign, rewards customers for shifting their energy use to off-peak hours, when more sustainable energy sources are a larger part of the energy mix. 

Andy Freeman, Marketing Director at British Gas, explains: “We wanted to create a bit of a movement around this so that we could get as many people as possible benefiting from it. That led us to high impact out of home and special builds so that people could not miss it. Focusing all of this on Sundays, when people can make the best use of it, makes it even more impactful.”

Matthew Moreland and Chris Clarke, the Senior Creative Team behind the campaign shared their love of special build advertising. They explained: “So when we got the opportunity to recreate the Save it for Sunday poster idea with real washing, we leapt at the chance. We hope the public loves it as much as we do, and they don’t try to pinch the socks.”

At a time when economic pressures continue to place consumers under strain, this campaign is a powerful example of the power of brands not attempting to pinch every penny from their customers. The marriage of sustainability with smarter and more economical options for consumers remains at the top of the marketing agenda. 

This campaign underlines that sustainable choices don’t automatically need to involve spending more money. Smart brands are increasingly recognising the need to support consumers to do both. 


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