DESNZ and M&C Saatchi Champion a Cleaner, Warmer Future in Latest Campaign

The Department for Energy Security and Net Zero (DESNZ) has unveiled a major new multichannel campaign, Feel All Warm and Fuzzy Inside, developed in partnership with M&C Saatchi UK.

The campaign aims to increase heat pump adoption and applications for the Boiler Upgrade Scheme, a generous £7,500 grant to help homes upgrade to a heat pump. A key step in the government’s clean energy mission.

The campaign, which aims to engage with homeowners in England and Wales who are eligible for the grant, spotlights people who already have a heat pump, highlighting how upgrading benefits both homes and the environment. By making the benefits of heat pumps relatable and accessible, the campaign aims to transform a technical upgrade into a feel-good choice.

A 30-second film, directed by Adeena Grubb and Andy Biddle at Blinkink, uses stop motion animation to showcase real-life stories. A series of knitted heat pump advocates are pictured in cosy, inviting homes, revealing how when you upgrade, you can feel all warm and fuzzy inside. Real interviews arranged through DESNZ’s partner, NESTA, add an authentic voice to wider channels, such as radio.

The campaign is running across TV, video-on-demand, out-of-home, radio, digital, social and direct mail channels, with media planning by Mindshare, media buying by Omnigov, and strategic partnerships supported by 23Red.

DESNZ appointed M&C Saatchi UK as its new lead creative agency in 2024, following a four-way competitive pitch.

James Sorene, director of communications at the Department for Energy Security and Net Zero, said, “Our research gave us two great insights about heat pump owners. They are overwhelmingly happy with their heat pump and want to talk about them. This campaign brilliantly captures that feel good factor and the urge to share it. By bringing the benefits of heat pumps to life this campaign will encourage many more people to get one.”

Jo Bacon, group CEO, M&C Saatchi UK, commented, “At M&C Saatchi, we harness Cultural Power to tackle some of the world’s biggest challenges. This campaign is the latest example of our work in the sustainability space, transforming a technological upgrade into an opportunity for people to make a positive impact on both their lives and our planet. We’re proud to be at the forefront of creative solutions that drive real change.”

Guy Bradbury, creative partner, M&C Saatchi UK, added, “Heat pumps make you feel good: about your bills, about the future, and about doing your bit for the environment. Getting a government grant only adds to the feel-good factor. So, what better way to bring this to life than to hear from people who feel all warm and fuzzy about their heat pump?

“To give the campaign stand-out, we turned each of our real-life families into knitted advocates (using recycled wool and fabrics, of course), showing them enjoying their warm and cosy homes. Stop motion animation helps to give the work a nostalgic, homemade feel that should strike a chord with our audience.”