Campaign details

Brand: Benenden Health
Lead agency: Moreish Marketing

Campaign Overview

How do you re-invigorate a 114-year-old brand that is largely unknown beyond its membership base?

By sharing healthcare's best-kept secret.


Benenden needed to attract a younger audience without alienating older members.

It resolved to own a space in the market by:

  • Developing a clear and differentiated proposition
  • Refreshing the brand identity
  • Investing in TV and press advertising
  • Investing in digital and offline channels
  • Enhancing onlinejourneys to increase conversion

All of this was led by insight. Just 6% of the public thought they could afford private medical insurance, even in the face of longer NHS waiting times.

Benenden also had low brand awareness - but scored high for positive opinion.