EDP and João Baião come together to show that “EDP has much more to give”
EDP has just launched a new commercial narrative aimed at strengthening its proximity to the Portuguese and highlighting one of the most competitive electricity prices on the market. “EDP has much more to give” marks the start of a new phase of communication with Portuguese families. Direct and simple, this approach is designed for all Portuguese, the more than three million families who rely on EDP's energy every day. João Baião, one of Portugal’s most energetic public figures, is the face of this new chapter in the company’s communication.
To bring this narrative to life, EDP is launching a multi-media campaign today with the slogan: “There's more energy when you pay less.” With this initiative, EDP Comercial aims to highlight what sets it apart in the Portuguese market: competitive offers with lower prices, tailored to the diverse needs and profiles of its customers—while consistently maintaining excellence in service quality, support, and proximity. This campaign reinforces the company’s commitment to delivering more energy to millions of Portuguese homes. João Baião, a versatile artist and beloved public figure known for his charisma and contagious energy, was chosen as the face of the campaign. His strong connection with Portuguese families and his dynamic personality perfectly reflects EDP’s values—a brand that is trusted and close to both current and future customers.
“More than three million families in Portugal already trust us and recognize that “EDP has much more to offer”. But we want to get even closer to those who, at some point, stopped being customers of Portugal’s trusted electricity company. We’re not just an energy supplier—we’re an energy partner, offering a valuable network of benefits that support our customers’ everyday choices. With some of the most competitive offers on the market, we continue to deliver the same high-quality service and responsiveness our customers have come to expect. This new narrative reflects exactly that positioning: closer, simpler, and more focused on the real needs of those who are already with us—and those we’ve yet to welcome,” says Vera Pinto Pereira, Executive Board member of EDP and CEO of EDP Comercial.
"I believe deeply in the importance of bringing positive energy to people. This principle has guided my life and my professional career. I'm therefore very proud to be able to give my face to such a fun campaign, which is about the future, sustainability and, above all, taking care of each other," says João Baião.
This campaign—the first phase of a new communication strategy with the Portuguese public—will run for three weeks and be featured across major television channels, radio, national billboard networks, digital platforms, social media, and in EDP Comercial stores. The creative concept was developed by NOSSA, with production and direction by Casper Films, and media planning handled by the Wavemaker agency.
The campaign highlights an offer of just €0.14 per kWh for customers who sign up for EDP's 100% green electricity—without any loyalty commitment. With this initiative, EDP aims to reinforce its leadership in the electricity market by offering Portuguese families some of the most competitive tariffs available, without compromising on service quality. To support this, EDP currently provides a range of flexible plans, offering discounts on the price per kWh, power capacity, or a fixed monthly discount—tailored to the profiles and energy needs of different households.
After reducing electricity prices in 2024 and early 2025, EDP will maintain its current tariffs for residential customers through the end of the year. Between January and May, subscriptions to EDP Comercial grew by 7% compared to the same period last year. In addition, EDP was recognized for the fifth consecutive year as a Recommended Brand by Consumers Trust and was named the energy brand with the best reputation in Portugal by OnStrategy.
Watch the campaign film here: Eletricidade EDP - Há mais energia quando se paga menos - YouTube
Watch the making-of campaign here: Making Of: Campanha Eletricidade EDP - "Há mais energia quando se paga menos" - YouTube