Mobile operator and ISP Orange UK has today moved to once again attempt a revitalisation of its image by launching a new "No Tricks Just Treats" campaign to help boost awareness of its fixed line Home Broadband service.

The campaign, which claims to support the firms "renewed focus on making its home broadband service best in class", aims to highlight the broadband fears faced by customers and compare them against their own "transparent pricing, and great rewards".


The campaign is also being accompanied by a new micro-site that seeks to highlight the "tricks" that rival broadband ISPs often play upon their customers - www.orange.co.uk/tricksvstreats. It mentions such things as steep setup fees, upgrades to more expensive packages without warning, sneaky headline prices that exclude mandatory fees for line rental and heavy charges for exceeding your usage allowance.. among other things.

Orange Broadband & Off Peak Calls
* Up to 20Mbps Download Speed
* Unlimited Usage (FUP)
* FREE Unlimited Off Peak UK Phone Calls (including 0845 and 0870 numbers)
* FREE caller display and voicemail
* FREE N Class Wireless Router
* 18 Month Contract

Price for Orange customers in network areas: £7.50 per month
Price for non-Orange customers in network areas: £12.50

+ Line Rental at £11.50 per month

Orange Broadband & Anytime Calls
* Up to 20Mbps Download Speed
* Unlimited Usage (FUP)
* FREE Unlimited Anytime UK Phone Calls (including 0845 and 0870 numbers)
* FREE caller display and voicemail
* FREE N Class Wireless Router
* 18 Month Contract

Price for Orange customers in network areas: £10
Price for non-Orange customers in network areas: £15

+ Line Rental at £11.50 per month

However, Orange's campaign holds more than a passing resemblance to last year's 'Niggles and Narks' TV, press and online advertising campaign from rival O2 UK (here), which set out to do something similar but was criticised after some customers complained that the provider wasn't always whiter than white with their own service promotions.

Likewise Orange's service isn't perfect and customers can expect to pay anything from +£10-£15 extra a month if they aren't covered by Orange's unbundled ( LLU ) network area. The ISP's Fair Usage Policy (FUP) for "unlimited downloads" could also do with a lot of work and is currently very vague. Thankfully there is a 30-day cancellation period for those who remain dissatisfied.