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By Ishbel Macleod, PR and social media consultant

February 25, 2013 | 2 min read

NFU Mutual, the rural insurer and financial services provider, has unveiled a new strapline, positioning and campaign with Grey London.

The insurer, which has also unveiled a digital campaign and new website with POSSIBLE, underwent the rebrand to make sure the public knows that it focusses on giving time to financial decisions, instead of rushed two-minute quotes, as seen by the strapline ‘It’s About Time’.

Gina Fusco, head of strategy and marketing at NFU Mutual, said: “We wanted to communicate what sets NFU Mutual apart: the time and respect we give to customers and their decisions. We’ve been doing business in this way for years, but Grey has done a great job in boiling it down to a single phrase, philosophy and proposition, as well as a striking, contemporary visual identity.”

It’s About Time launched on 24 February with 40 second TV spot Tea, depicting the making of a cup of tea in macro detail as an NFU Mutual Agent discusses a policy with a customer.

The ad is the first of three TV ads, with five print ads also to be released as part of the campaign.

Nick Rowland, creative director at Grey London, said: “What sets NFU Mutual apart is its second-to-none attention to detail and the time, dedication and care it takes to ensure its customers get the best possible service. We’ve tried to capture this in the most genuine, aesthetic way possible. It was a great brief and really gave us the chance to make NFU Mutual stand out from the crowd.”

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