Leading UK renewable energy provider Good Energy has launched its biggest brand campaign in its 27-year history as it seeks to bring optimism and positivity back into the national debate on renewable energy.
The “Meet the Re-Generation” campaign, developed with consultancy EdenLab, spans out-of-home, digital, social, press, radio, and podcast. It launches at a moment when energy continues to dominate headlines for the wrong reasons: rising bills, record breaking temperatures and a public increasingly frustrated with a system that feels out of their control.
Targeting both business and consumer audiences, the activity highlights the tangible benefits of investing in renewable energy inspired by real-life customer testimonials, from households who are looking to shield themselves from the rollercoaster of energy prices by investing in solar panels to larger enterprises looking to meet sustainability targets with homegrown clean power.
The work imagines the Good Energy logo as a radiating source of positive energy, with bold typography, vivid colour and high-contrast black-and-white portraiture that champions the individuals at its heart. Each execution closes on the line: That’s Good Energy.
The multi-channel paid media campaign, led by McCann Bristol, is running on out of home sites across roadside, rail and the TFL network, including some standout large format placements for impact, such as the ‘Reading Lights’, ‘Brighton Marina Banner’ and the ‘P10 Hammersmith Screen’.
The campaign also includes an extensive content partnership with Guardian Labs which features a bespoke content hub, digital display, print ads within the daily paper and weekend magazine, as well as audio spot ads across the Guardian’s podcast network – including Today in Focus, Politics Weekly and Football Weekly.
The audio strategy is anchored by podcast host reads with Elizabeth Day’s How to Fail, James O’Brien’s Full Disclosure, Tim Harford’s Cautionary Tales, Intelligence Squared, Wellness Scoop and Electoral Dysfunction.
Spot ads will run across sustainability, news, travel and family podcast verticals, alongside regional radio on Classic FM, Heart and GHR stations across Good Energy’s key service areas. The combined audio plan is projected to deliver over 23 million impacts, reaching an estimated 30% of all adults over the campaign period.
Good Energy marketing director Laura Wildish said: “This campaign marks a bold new chapter for Good Energy. As a challenger brand, we have deliberately challenged the way the energy industry talks to people. Too often renewable energy is full of complexity and hard to navigate. We wanted to create something that’s bold, optimistic, and unmistakably human.
“At a time when the conversation around energy can feel dominated by rising costs and uncertainty, we wanted to tell a different, more optimistic story. One that shows renewable energy isn’t just for early adopters or technical experts, it’s for everyone.”
EdenLab founder and chief executive Leo Rayman added: “There’s so much noise competing for attention right now that it takes real conviction to put a message out in the world and mean it. That’s what drew us to this project.
“Good Energy isn’t just changing how people talk about energy, it’s part of a much bigger shift in where growth in this sector comes from. We’re proud to have helped shape that story, and to back a business that’s genuinely building the future of energy, not just marketing it.”
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