The activity brings The Great Grid Upgrade campaign to life for local communities, helping people to better understand the importance of grid investment in their area using the ‘Get Plugged In’ creative platform to translate its impact at a local level.
The latest work captures the energy of Skegness’ Pleasure Beach theme park, where high-powered rides, thrills, bright days and light-filled nights depend on a resilient grid.
The campaign is part of National Grid’s wider push to build understanding around the need for increased electricity capacity. It follows the 2024 launch of The Great Grid Upgrade and the rollout of the ‘Get Plugged In’ creative platform, which debuted in September 2025.
The campaign speaks to audiences, using familiar organisations and places to inform what grid upgrades mean locally and to show how rising electricity demand connects directly to jobs, services and everyday life. It runs alongside in‑person consultations, helping create space for more informed conversations about how projects will be delivered on the ground.
The Lincolnshire work builds on earlier activity in Northwest Wales, Cumbria, Derbyshire, and East Anglia, where the campaign tackled questions about local benefits and national infrastructure while reflecting individual identity and community priorities.
Across all regions, the creative approach remains consistent: hyper-local storytelling that makes a national infrastructure programme feel immediate, personal and tangible. Films, directed by pip + lib at Agile Films, offer a snapshot of what a day in the life is like for these growing businesses, with subtle visual cues revealing the grid’s role before closing with the campaign’s ‘Get Plugged In’ call to action.
Media spans BVOD, press, social, display and radio, planned and bought by AMS Media, with activity targeted only in areas directly affected by the proposed infrastructure.
Phil Edmonds, Strategic Campaigns Lead, National Grid, said: “Delivering The Great Grid Upgrade means working closely with the communities most directly affected by new infrastructure. The campaign helps explain why this work is needed and what it enables locally, using the ‘Get Plugged In’ creative platform to spotlight familiar local organisations and services and show how investment in the grid supports the things people rely on every day.”
Marcus Peffers, Executive Chair, M+C Saatchi Group UK, said: “This campaign is a clear example of Cultural Power in action. When you’re asking communities to engage with complex national infrastructure projects, facts alone aren’t enough. You have to start with the things people care about locally and tell the story in a way that feels familiar and relevant. Get Plugged In connects a national challenge to everyday life, helping people understand why these upgrades matter and what they enable in their own communities.”
Tom Lander & Billie Gurr, Senior Creatives, M+C Saatchi Group UK, said: “When you’re telling the story of something on The Great Grid Upgrade’s scale, it’s tempting to start with the infrastructure itself. We deliberately did the opposite. We started with people, places and businesses that already mean something to local communities. Taking a family day out in Skegness, these stories help make a complex national conversation feel tangible, relatable and relevant to everyday life. And look beautiful while doing it.”
