Britannia Building Society aims to position itself as the “fairer” society in its first TV advertising for three years. The campaign will break later this month.
The TV campaign will show an American observer of British society, who is struck by its fairness. The campaign, which has been created by Manchester-based McCann Erickson Communications House, focuses on Britannia’s membership reward scheme and the organisation’s mutual status.
It will urge viewers to see Britannia, with its absence of shareholders, as the “fairer” Society. The two TV executions will be supported by outdoor, national press and online advertising.
Britannia head of marketing Louise Fowler says the society wanted to get the its name on “people’s shopping list”.
It is the second-largest mutual building society in the country with nearly three million members. Its last TV campaign, which ran in March 2004, had the strapline “Mmmutual”.