Manchester-based financial mutual Shepherds Friendly is marking a significant milestone of 150,000 active policies with the launch of its first-ever nationwide TV ad campaign. The campaign, designed by local creative agency TrunkBBI, seeks to boost brand awareness and highlight the role mutuals play in supporting people through life’s pivotal moments.
A New Creative Direction
The centrepiece of the campaign is a 30-second advert, set to air across Sky On Demand and YouTube. It captures emotionally resonant, real-life moments to connect with viewers and emphasise the value of Shepherds Friendly’s financial products. “This advertisement is a tribute to our members and their stories,” said Zac Chetwynd, Senior Head of Marketing at Shepherds Friendly. “We aimed to create a campaign that not only reflects our values but also connects on a deeply personal level with our audience.”
The campaign represents a step forward in expanding the brand’s reach beyond its north-west roots as it approaches its 200th anniversary. “While we’re a modern, progressive mutual, our focus for almost 200 years has been on putting our members first,” added Chetwynd. “We’ve achieved past growth, and now we’re excited to develop and expand our brand further.”
Partnering with IPTF to Raise Awareness
Alongside the TV campaign, Shepherds Friendly has joined the Income Protection Task Force (IPTF) for 2025. The IPTF, a not-for-profit organisation, is committed to raising awareness about income protection among advisers and consumers in the UK. Initiatives like Income Protection Awareness Week (IPAW) play a vital role in its mission.
Phil Nash, Chief Sales Officer at Shepherds Friendly, commented on the partnership: “With only 14% of Brits holding income protection, our research highlights the urgent need to educate people about this essential financial safety net. Joining the IPTF aligns perfectly with our goal of spreading awareness and working with advisers to deepen understanding of the value friendly societies bring to their members.”
A Unified Vision
Adam Britton, Chief Creative Officer at TrunkBBI, shared his enthusiasm for the campaign: “It’s been incredibly rewarding to bring Shepherds Friendly’s first TV campaign to life. Capturing their core values was key, and we’re excited to see it hit the screens. This has been a strong partnership from the start, and we’re eager to continue building on it.”
Running across multiple media formats throughout the UK, the campaign is expected to propel Shepherds Friendly’s brand recognition nationwide, further solidifying its position as a trusted financial mutual.
