The print activity is the financial services firm’s biggest brand push for three years and aims to build on the affinity consumers have for the 160-year-old brand.
The campaign will position the brand as a straightforward and authoritative voice at a time when the recession has focused consumers’ minds on providing for their future.
The campaign has been created by Leagas Delaney, which has worked with the company on a project basis for some time.
Chris Harris, managing director of the agency, says the campaign promotes a “different approach” to talking with consumers at a time when pensions are at the “top of people’s worry list”.
Advertisements will run in national and trade titles this year ahead of online activity.
The Prudential launched an integrated campaign for its lifetime mortgage equity release product as well as “Retirement has more potential with Prudential” activity to promote its lifetime mortgage products last year.
The campaign follows the departure of Prudential UK marketing director Ali Crossley to Saga Financial Services earlier this year.
Crossley was not replaced at Prudential and those people who had been reporting to her now report to their related business units.