FMG and Saatchi & Saatchi continue down rural road with new print campaign

  • Advertising
  • May 8, 2012
  • StopPress Team
FMG and Saatchi & Saatchi continue down rural road with new print campaign

FMG has been on a mission to cement its place as a key player in the rural insurance sector. And it's hoping a new print campaign by Saatchi & Saatchi Wellington that launched over the weekend will help raise the awareness even further—and tell the FMG story to even more New Zealanders.




“The new suite of advertising applies a fresh and reinvigorated look and feel, designed to provide cut-through and ensure our advertising passes the ‘flick test'," says Glenn Croasdale, FMG's marketing manager. "As we continue to focus our attention on growing our rural and rural-affiliated books, we have applied an unashamedly strong rural feel to our new advertising. Developing on last year’s approach, we have continued to apply a simple, bold and edgy attitude to how we communicate our many points of difference, based around the core strategic insight that we know rural better than any other insurer."

The new ads hit newspapers and magazines over the weekend, with the rural readers taken care of with ads in Straight Furrow and NZ Farmers Weekly, and the mainstreamers targeted through the Sunday Star Times and the Herald on Sunday.

And while the manure happens line certainly isn't new (there's even what looks like a really bad app with that name), it has been used much closer to home last year by another insurance company that was playing the rural card.

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Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

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