British Gas retires Wilbur for new inclusive themed campaign


UK energy firm British Gas has launched a new campaign featuring a gay couple and multicultural families.

Launching today (2 February), ‘here to solve’ is the new campaign at the heart of an ongoing programme of activity. It’s focused on driving fresh re-appraisal of the brand and shifting consumer’s perceptions of BG as ‘just’ an energy supplier.

The campaign was created by The&Partnership and is the first outing for WPP combo nucleus since winning the Centrica account. Centrica is the owner of British Gas.

British Gas penguin ‘retires’

Wilbur the Penguin (British Gas’ brand mascot) decided it was time to spend more quality time with his family in Antarctica, the firm said. He’s made way for a new emotive creative approach that imagines the world directly through customer’s eyes.

This sees British Gas move away from an animated world to one set in real family homes across the UK.

Reflecting modern lives, of all shapes and sizes, this campaign promotes the benefits of the firm consumers may not be aware of.

This includes HomeCare services cover for electrics and plumbing and boiler installation services; all of which reinforce that British Gas offers more than energy.

Deeper connection

The core aim of the campaign is to begin building a deeper emotional connection with audiences; by demonstrating the wider benefits that British Gas can bring to their lives.

‘Here to solve’ is a seismic shift, helping to redefine and reimagine the energy firm.

“Here to solve is not just a brand message for the campaign, it is a mindset. It’s a promise we want to live by and deliver on for our customers”, said British Gas MD Jill Dougan.

“We are already starting to apply this mindset to our broader business approach and as a company we need to think about how we can solve our customers problems rather than what can we sell them.

“When developing the new campaign, we wanted to ensure that as a company, we put customers at the heart of everything we do, so seeing the world thorough their eyes made total sense creatively.”

First campaign for nucleus

After the successful win of the Centrica business in July 2019, this is the first campaign for nucleus, a bespoke agency model for Centrica.

WPP’s nucleus integrates creative and strategic talents of The&Partnership, MediaCom, WundermanThompson and BCW, and was set up to put data-led and insight customer planning at the heart of Centrica’s marketing communications.