Shepherds Friendly, a U.K.-based financial mutual, has launched the second stage of its first major brand campaign, featuring a nationwide rollout of billboards. The campaign aims to strengthen awareness of the mutual and highlight its commitment to members’ financial milestones.
Billboards are appearing in major cities, including Greater Manchester, Leeds, Liverpool, Birmingham, Sheffield, and Cardiff. The campaign also includes digital advertising through platforms like Meta and programmatic placements on third-party websites.
The marketing effort centers on the theme “milestone moments,” emphasizing Shepherds Friendly’s dedication to supporting members through key life events. The campaign is designed to reinforce the mutual’s ethos of putting members first while promoting its investment and insurance plans.
Zac Chetwynd, senior head of marketing at Shepherds Friendly, said the campaign’s earlier TV phase achieved a 17% rise in brand awareness in the South-East and a 362% increase in web traffic. “We were encouraged by how well our theme resonated with audiences when we launched our TV ad earlier this year,” he said. “We expect this next phase to be just as well received. This campaign shows our ongoing commitment to helping members celebrate the milestone moments that our products support.”
The second stage of the campaign builds on the momentum from the initial TV launch and aims to increase engagement across both physical and digital channels. By using a combination of billboards and targeted online advertising, Shepherds Friendly hopes to reach a broader audience and highlight the mutual’s member-first approach.
The rollout demonstrates a strategic focus on major urban centers, where higher population densities offer the potential for maximum visibility. The integration of digital and outdoor advertising also allows the mutual to connect with members through multiple touchpoints, reinforcing its messaging across platforms.
Marketing analysts note that campaigns linking brand messaging to life events tend to resonate strongly with consumers, as they align products and services with moments that have personal significance. For financial mutuals like Shepherds Friendly, this approach can help build loyalty and long-term engagement by showing practical support for members’ financial goals.
Shepherds Friendly’s decision to emphasize “milestone moments” reflects a growing trend among financial services brands to connect emotionally with their audiences, rather than focusing solely on product features or rates. The campaign highlights how members’ financial security and milestones—such as buying a home, planning for retirement, or celebrating life events—can be supported through tailored investment and insurance offerings.
The mutual has committed to continuing its multi-channel approach, blending physical and digital advertising to reach members wherever they are. The billboard and online efforts are designed to create a consistent message and experience for both existing and potential members.
With the second stage of the campaign now underway, Shepherds Friendly aims to maintain the strong results seen during the TV launch phase while broadening its reach to additional regions and audiences. The campaign underscores the mutual’s long-term focus on member engagement and financial support.
