Its marketing will highlight the fact that more than 857,000 savers received a share of its profits this year through its membership rewards programme.
The press, online and in-store ads, created by Kitcatt Nohr Alexander Shaw, will feature the message “We stand up for savers”.
Launching this month, the campaign targets the building society’s existing customer base that hold variable rate accounts.
The new ads take a British theme and feature bunting and other symbols that reflect summer celebrations. In-store activity will also continue the bunting theme. Media planning and buying is being handled by Manning Gottlieb OMD.
Earlier this year, Britannia announced plans to merge with Co-operative Financial Services in a move that will create one of the country’s largest financial groups.
If the merger is approved, the combined business is expected to have 9 million customers and about 300 branches and will become a wholly-owned subsidiary of the Co-operative Group.
The Financial Services Authority has set up a hearing to rule on the merger on 26 June.