THE CHALLENGE
With the rising cost of living – particularly when it comes to energy costs – EDF needed content to drive coverage of its electricity bolt-ons, while also engaging customers old and new on social media. With the Sunday Saver bolt on meaning customers can earn free energy on Sundays, EDF wanted campaign content to bring awareness to the offering.

THE STRATEGY
Enter Sunday roasts – the perfect way to bring attention to free energy on a Sunday. An iconic British tradition, but also grounds for some serious debates about what belongs on the plate… Pairing great talent with a classic debate (admit it, we all have our favourite type of spud), we created content that fused humour with key messaging. We also provided a bespoke social film alongside the earned piece, giving extra legs to the campaign and leaning into native trends to help the campaign truly fly.

THE CREATIVE
Jake and Sophie Quickenden took centre stage in their own kitchen, whipping up a Sunday roast while tackling culinary conundrums that split the nation. Roast potatoes or mash? Boiled veg or roasted? Instant gravy or homemade? Their quick quips and playful jabs really brought the debate to life and gave light to EDFs important bolt-on offering. The pair’s hilarious bespoke social content also gave extra bite to the wider campaign, rolling out a native key trend, with an energy twist.