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The print and outdoor ads, by DLKW, ask the question: 'Why on earth would an energy company want me to use less energy?'

The ad claims: 'We're E.ON. We sell energy. The more people use, the more money we make, surely? It stands to reason. Except, for an energy company with an eye on more than short-term profit, it doesn't. Our ideal would be to have more customers. All using less energy.'

The energy brand has also launched a dedicated microsite, www.eontalkingenergy.com. Digital elements of the campaign are by Grand Union, with media planning and buying by Mediacom.

It marks the latest in a series of campaigns in which E.ON has attempted to position itself as leading a debate around key issues in the energy market. The cartoon-style ads first launched in September last year.

E.ON director of brand and communications, Jeremy Davies, said: "We genuinely want to engage with people about the energy issues that matter to them.

"We wanted to give consumers a clear, simple and honest answer: helping people use less energy, means they will have lower bills and lower bills mean happier customers who want to stay with us for longer."