Royal London makes mutuality “work for you” in new brand campaign

Royal London has launched a new brand campaign, becoming the latest major company to spotlight its mutuality as a key strength.

The ‘Works For You’ campaign aims to bring to life the fact that the life, pensions and investment company is owned by its customers through its status as a mutual. The hero film and photography realises this by depicting a range of Royal London customers as literal executives in corporate settings, with product films applying this to specific areas such as pension transfers.

Created in partnership with VCCP, the campaign will run across TV, radio, print, out of home (OOH), social and display. TV and social have launched on 5 June with print and digital OOH set to follow on 15 June.

Susie Logan, Group Chief Marketing Officer at Royal London, said: “This marks an important moment in how we show up as Royal London – a clearer, stronger expression of who we are and what makes us different.

“A big part of what makes us special is that we’re customer owned. When people understand that, trust and connection grows. ‘Works for you’ brings customer ownership to life in a way that is simple and powerful, as well as delivering a double meaning which highlights that we offer valuable solutions.

“It’s more than a strapline. It’s how we run our business and the decisions we make every day. And as we continue to grow, it gives people a clear, compelling reason to choose Royal London.”

Laura Muse, Creative Director at VCCP, said: “It’s fantastic to see Royal London positioned where they should be. They have a standout point of difference and now they have the standout work to match. It’s the perfect time in popular culture to celebrate ordinary people, and we’re excited to continue bringing our customer ‘bosses’ world to life.”

Building society Nationwide is another firm that has aimed to make its mutuality into a tangible brand strength, through its platform depicting The Crown star Dominic West as an out-of-touch banking boss.