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

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
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug