British Gas continues brand perception shift with launch of winter ‘Warm & Working’ campaign

British Gas is riding on the momentum of its recently launched No Place Like Home campaign with a new winter push, focusing on keeping homes warm over the season.

The Warm & Working campaign launched last night (20 September) and comes off the back of recent efforts by British Gas to shift brand perception among on consumers, a strategy that director of brand marketing Margaret Jobling said is already reaping rewards.

“Recently we launched our No Place Like Home campaign, which was developed based on the insight that home is our haven, and highlighted the fact that British Gas is dedicated to looking after British homes,” she said.

“Already we’re seeing a shift in people’s perceptions, with over half of those exposed to the campaign in the two weeks following launch saying that they feel better about British Gas as a result. We’ve also seen a strong impact on social media, with our #NoPlaceLikeHome activity contributing significantly to positive buzz.”

The new campaign, created by CHI&Partners is an evolution of British Gas’ Planet Home brand creative (originally conceived six years ago) and features a penguin character called Wilbur exploring the different features that keep a British Gas home warm over the winter period.

The multi-channel campaign features TV, radio, cinema, targeted digital, social media, out of home and direct marketing, in addition to amplification via a media partnership with Channel 4.

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