Shepherds Friendly Expands Brand Campaign to Radio and Billboards

Aug. 14, 2025

Shepherds Friendly, the award-winning UK financial mutual that’s been supporting its members for almost two centuries, is excited to launch the second stage of its first major brand campaign, with a national billboard rollout, radio advertising across major stations and the expansion of its TV ad to new regions.

The new marketing activity is based around the theme of "milestone moments", a similar message to that used in the Manchester-based firm’s first ever television advert in January this year.

The campaign has been designed to resonate emotionally with audiences, using ads featuring landmark events such as buying a first home, families preparing for their first child, getting the keys to a new car and taking the trip of a lifetime.

In addition to Sky AdSmart TV and YouTube ads, the first stage of the campaign also included digital advertising using sites such as Meta, with programmatic advertising on other third-party sites.

The result was a 17% increase in brand awareness in the South-East region, where the TV campaign was targeted, as well as a 362% uplift in web traffic.

Zac Chetwynd, Senior Head of Marketing at Shepherds Friendly, said:

“We were encouraged by how well our theme resonated with audiences when we launched our TV ad earlier this year, and we expect this next phase to be just as well received. This is the second phase of a campaign aimed at building on our ethos of always putting members first, and showing how we're committed to helping members celebrate the milestone moments that our investment and insurance plans are designed to support.”

 

Shepherds Friendly’s first radio ad went live on Monday on LBC, Heart 70s, Heart 80s, Heart Digital and Smooth Digital, as well as streaming via digital music platforms.

Billboards are this week being erected in key cities including Greater Manchester, Leeds, Liverpool, Birmingham, Sheffield and Cardiff.

As with the earlier television advert, Shepherds Friendly worked with fellow Manchester firm TrunkBBI on the second phase of the campaign. It also enlisted the services of Chesterfield company CNS Media for the radio advert.