NFU Mutual emphasises customer care in brand overhaul

NFU Mutual is launching a new brand identity and website as part of a multi-million pound campaign for the 102-year-old insurer and investments provider that positions it as an alternative to quick but impersonal rivals.

NFU Mutual ad
NFU Mutual ad depicts the making of a cup of tea in granular detail while an adviser discusses a policy with customers.

A Grey London created television campaign, breaking 24 February, will claim NFU Mutual offers customers the care and attention that most in the sector do not. It will also highlight the results achieved for customers.

Brand literature and in-branch branding have also been revamped and a redesigned website created by Grey sister agency Possible is to launch. A press and digital campaign will support the television activity.

The mutual will be hoping the campaign helps it build on recent gains. The value of assets under its management grew to £12.5bn in 2011 from £12.4bn in 2010.

The popularity of mutuals and building societies has increased in the wake of the financial crisis and scandals that have hit some of the UK’s biggest banks.

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