EDF hits back at British Gas with fairness claims

EDF: launches 'fair deal' campaign
EDF: launches 'fair deal' campaign

EDF Energy has hit back at the television ad launched by British Gas last night (12 December) with a national press campaign that positions itself as the fairest of the major energy suppliers.

Creative running in most the national newspapers today makes the claim that "at EDF Energy we believe in treating customers fairly".

Having made themselves unpopular last year with a series of price rises, the Big Six suppliers are now in the position of being able to make some noise about cutting the cost of gas and electricity.

On Wednesday EDF announced it would be cutting prices on its gas tariff by 5% from 7 February.

British Gas and SSE followed suit yesterday with the former announcing it would cut its electricity prices by 5% with immediate effect, while the latter said it would reduce gas tariffs by 4.5% on 26 March.

British Gas said it had been planning its television campaign for weeks, insisting it was not a reaction to EDF stealing its thunder by being the first to announce price cuts.

The industry has faced accusations of profiting excessively from industry regulator Ofgem and politicians including opposition leader Ed Miliband.

EDF Energy is hoping to turn perceptions of its brand around through the current press campaign with a series of claims regarding its fairness.  

The ad concludes, "Last to raise, first to announce a cut, and EDF Energy is still the cheapest major supplier for standard dual fuel in Britain, at typical use."

All the major suppliers hiked both their gas and energy prices in the latter half of last year, citing rising wholesale costs.

However, the current round of price cuts is seeing suppliers reduce either their gas prices or energy prices, but not both.

The price cuts have been enabled by the mild winter, which resulted in excess stocks of gas, driving down wholesale costs.

EDF launches 'fair deal' campaign

Follow Matthew Chapman at @mattchapmanUK


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers