npower will launch a new TV campaign promoting its new easier to understand bills from the beginning of February.

The new npower energy bills have been designed incorporating feedback from both Consumer Focus (the statutory consumer champion for the UK) and Which?. The bill carries the Plain English Crystal Mark for its ‘Jargon Busting’ page.

The new 20 second TV ad, designed and produced by Aardman Animations, features ‘Penny’, npower’s customer service representative, solving a ‘Countdown-style’ conundrum.

The new TV ad will be supported by a multi-media campaign that includes sponsorship of regional quiz and crossword pages, print advertising in match-day programmes across npower Football League clubs and a competition to win an Apple Ipad on npower.com

Kevin Peake, marketing director at npower said: “Over the last year a criticism often levelled at energy suppliers is that gas and electricity bills can be complicated to understand. We decided at an early stage to take action and started to make changes to the lay-out.

“We deliberately sought feedback from some of the industry’s fiercest critics, Consumer Focus and Which? and, where possible, we have included their recommendations. We will continue to seek feedback and constantly review our bills.”