Comparethemarket and Moneysupermarket unveil new strategies for growth

Two of the leading players in the price comparison market, and, have upped the ante in the battle for customers by unveiling new marketing initiatives.

/s/u/k/meerkats160.jpg is offering customers the chance to claim a free toy in the image of the characters that appeared in its comparethemeerkat ads.

The site claims the offer – available to customers who buy car, van, home or pet insurance through – is the first “major rewards scheme” offered by anyone in the sector.

The scheme, dubbed Simples Rewards, launches on 4 July. It will be backed by a marketing campaign, which breaks the same day.

Meanwhile, has dropped comedian Omid Djalili from its ads and replaced him with a family looking to the site to save money.

The ad – which sees a dad, buoyed by finding cheaper car insurance, turn into a pro surfer – aims to “amplify the emotional benefit” of using the site in straightened times.

Director of consumer marketing Paul Troy, claims the new approach “will really help us to continue to stand out from the rest of the crowd”.

Moneysupermarket leads the sector in unique users with 3.7 million visitors in May, according to comScore.

It and the others in the fiercely competitive price comparison sector have spent heavily on brand and product marketing starring colourful brand characters to bolster market share. According to Nielsen, the four biggest – Moneysupermarket, GoCompare, and Comparethemarket – spent £247m on advertising in the past three years.

GoCompare was second to Moneysupermarket with 1.2 million unique visitors in May, third on 1.16 million, while attracted 965,000 users, says comScore.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here