Halifax emphasises community credentials

Lloyds Banking Group owned brand unveils the first stage in its bid to regain “challenger” status.


Halifax has unveiled the first stage of its quest to “revitalise” its brand as an irreverent challenger to its staid high street rivals, with an advertisement featuring a community choir made up of Halifax employees.

Watch the ad on Pitch here

The Adam & Eve created ad is the first to feature The Halifax Community Choir, a 100 strong ensemble made up of Halifax staff.

In one ad, which highlights that all branches are open Saturday, the choir sings The Beatles’ Hard Days Night, while second details its Reward current account over a rendition of The Jackson 5’s I’ll be there.

Activity coincides with the launch of raft of new products that the bank hopes will set it apart from high street rivals.

David Nicholson, group director, Halifax Community Bank says: “We intend to shake up the High Street with new and existing offers that challenge the norm, and we need a brand to match that.

“Our people are at the heart of our success, so it was only natural for us to continue to let our colleagues bring our brand to life. Our people are proud to work for this bank and want to show that pride once again.”

View a range of financial marketing efforts from leading brands on Pitch here.

For more great work by Adam & Eve visit Pitch.

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