Newsworks is uncovering how standout news brand campaigns are made, speaking directly to the agency and the publisher behind them to understand the thinking that shaped it. Uncovering the first spark of inspiration to its execution across print pages and digital environments. Offering readers an inside look into how creativity, context and collaboration. come together to deliver work that makes an impact.
Off the back of being shortlisted for the 2025 Newsworks Award, Newsworks dives into British Gas’ debut campaign ‘The Things’, in partnership with Metro and OMD UK. This campaign showcases how using emotive storytelling to show how powerful narratives can capture attention and build genuine audience connection.
The news brand partnership was central to its success. Alongside highly integrated launch placements, a series of reactive ads ran in Metro, tapping into audience passions and responding in real time to major cultural moments such as Wimbledon, the Women’s Euros and Oasis’ reunion. Disruptive ad formats ‘broke the page’ to bring the identity of the BritishGas characters to life, demonstrating how expansive, creative use of formats can add depth and personality to a distinctive brand campaign.
Ad placement
News brands make important decisions when it comes to deciding where to place ads, choosing specific sections and positions in order to reach maximum impact.
For this campaign the goal for British Gas was to launch this new creative in a major way, leading to staging ‘takeovers’ of multiple Mail Metro Media formats.
By experimenting and going beyond conventional media placements, the campaign was able to bring the spirit of British Gas to life.
The key was to pitch the energy supplier as a trustworthy and enduring brand.
Delivering results
The campaign was closely monitored throughout, with post-campaign analysis from Metro and research partner RAM confirming it exceeded all benchmarks. It delivered nearly 50% campaign recall, 85% agreement that it stood out from other energy providers, and a 25-point uplift in consideration for British Gas for those to review their energy providers.
OMD highlighted the power of early, integrated collaboration with news brand partners, enabling the agency to unlock richer ideas and create greater impact for readers.
Supported by high-impact takeovers and premium digital placements, independent RAM research validated the deeply integrated, multi-channel approach and its strong results.
Key findings highlighted the campaign’s standout performance
85%
said the campaign stood out from other utility providers
73%
said ‘The Things’ campaign was more relatable
74%
said the print and digital ads complement each other
There was a 21% increase in perception that British Gas ‘does things differently’ among those who recalled the campaign compared with non-recallers, a result closely linked to the level of media integration achieved.
This is a long-term campaign and the success will be measured over the next six to 12 months based on non-customer consideration. Positively, RAM’s early indicators suggest that the campaign lays the foundation for sustained growth.
Among those who recalled the campaign:
60%
Among recallers, consideration increased by 60%
15%
Perceptions of British Gas as an innovative brand rose by 15%
15%
British Gas understands the needs of modern families increased by 15%
Brand perceptions of reliability also strengthened, up 6%.
See the full list of 2025 Newsworks Awards highly commended and the winners, which celebrate the very best advertising in news brands, from brilliant campaigns and the ultimate advertiser of the year.
