NFU Mutual's 'More Important Things' broadens brand appeal

A new suite of brand response TVCs designed to showcase the breadth of the brand offering.

Challenge

Correct perceptions that NFU Mutual is an old-fashioned brand that only offers insurance for farmers, by driving awareness and consideration among a broader base of insurance consumers.

Insight

The target audience of ‘Quality Considerators’ want to get their insurance right and will take the time to consider it properly. NFU Mutual is the brand that the quality conscious choose for absolute peace of mind, with a fiercely loyal customer base. We need to let more people in on the secret.

Creative Strategy

We developed a fluent brand device inspired by the logo, underpinning the promise that NFU Mutual is always there with you, which appears throughout each of the three commercials in this campaign.

Sanjeev Bhaskar was selected as Voice Over artist for audible stand-out in both the TV and Audio advertising.

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