Bupa showcases 60-year heritage with latest ads

Bupa: "helping you find healthy" campaign
Bupa: "helping you find healthy" campaign

Bupa is rolling out a new ad campaign to increase awareness of the brand's heritage among consumers.

The private healthcare company, which last year re-positioned around the line "Helping you find healthy", is keen to build up knowledge of its history and business structure among potential customers.

From Boxing Day (26 December), Bupa will kick off a print ad campaign, by WCRS, promoting its credentials under the "Helping you find healthy" banner. The first execution will focus on the "purpose" of the business, having been established 60 years ago to "prevent, relieve and cure sickness and ill health of every kind".

Another ad will emphasise that Bupa has no shareholders, meaning that the business can "focus on caring for you" rather than dividends for investors. The final print ad will showcase the brand’s specialist healthcare offering.

The campaign was developed by group marketing director Tiffany Hall and managing director, group development Martin George, who told Marketing that research among stakeholders showed consumers were genuinely "interested" in the brand’s heritage.

Later in 2012, Bupa plans to roll out a TV ad campaign focusing on its care services.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message