North West water company launches new campaign


United Utilities is increasing its TV advertising with a new ‘more than just great water’ commercial to educate people about the water cycle and the work it does.

It’s part of a multi-channel awareness campaign being implemented by MediaCom North, United Utilities’ media agency partner, with creative by Cheetham Bell. Two tactical campaigns encouraging users to save water and understand what not to flush or pour down sinks are simultaneously running across radio, press and outdoor.

As well as the brand TV ad United Utilities is continuing its sponsorship of Granada Weather and will be running its Stop The Block and Water Efficiency campaigns over the next six weeks.

It’s the first time United Utilities has created a brand TV advert versus just a tactical campaign and it’s aiming to increase awareness of the work that goes into providing customers with clean drinking water.

“While this isn’t the first time on TV for United Utilities, which already sponsors Granada Weather, this is the first time we’ve gone out with a brand TV ad”, says Leighton Horsley from Cheetham Bell, United Utilities’ creative agency partner of five years.

“Our previous campaigns for them – including the Granada Weather indents – have always been tactical in their messaging. But this campaign was designed to convey United Utilities’ passion for water conservation, its work supporting the local community and the breath of services that go into supplying its customers with clean water.”

Jim Spencer – Head of Brand at United Utilities says “In lots of recent customer research, they have told us they still don’t know enough about what we do or what they are paying for. This is a great opportunity to tell people of the North West about the great things United Utilities are doing. Mediacom and Cheetham Bell work together closely to make sure the creative and media approach are streamlined, integrated and effective.”

United Utilities provides water and wastewater services to seven million people across the North West, supplying three million households and 200,000 business premises with 1,500 million litres of water every day.


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