Barclaycard in major Freedom Rewards push

Barclaycard is to launch the first major campaign for its Freedom Rewards credit card since its relaunched a year ago with ads that reflect the promiscuous nature of shoppers.  


A series of BBH created television ads for the card, which earns users loyalty points every time they use it, feature love-sick male shop workers wondering why the object of their desire does not shop there anymore.  

Alex Naylor, Barclaycard’s head of marketing communications, planning and development, told Marketing Week the campaign and product reflect the increasing important of value in consumers’ decision to purchase and their more “promiscuous” behaviour as a result.  

Freedom Rewards was relaunched in October 2012 after criticism not all spend on the card accrued points. Points are now awarded with every purchase with double points for grocery and petrol spending and points can be redeemed at 70 plus retailers. 

Naylor says the campaign aims to help the product stand out in the competitive credit, store and loyalty card space.  

“It is a cluttered market. This is about differentiating the card with emotional engagement and a disruptive campaign.”

Asked why it had taken a year to launch a major campaign to push the product, Naylor says the payment provider had taken its time to make sure the proposition was comprehensive enough in terms of redemption partners. It will continue to use closed social network “the future forum” to crowd source ideas on product development.

Barclaycard has partnered with Mumsnet for the campaign to help target a key demographic for the product, parents. The forum will host branded content offering shopping tips, while bloggers and experts will offer advice on getting good value on the high street.  

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest 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 will be your guide.


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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

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