HSBC in £5m services push

Aimed at savers seeking investment advice, HSBC's 'Truffles' campaign promotes the bank's investment expertise.

Ads featuring an Italian truffle hunter, who uses a dog to seek out the delicacy, push HSBC's World Selection Investment Portfolios, including its new Income Portfolio product. The campaign, encompassing TV, print, outdoor and digital, was created by JWT London.

Development of the campaign was led by UK head of marketing Philip Mehl and head of advertising Tracy Waxman. Last month, HSBC announced that its global marketing chief, Tracy Britton, was to leave without a job to go to.

"Using truffles to create the analogy for World Selection is one that consumers in the UK have responded to extremely positively to in the development of the work," said Waxman.

The Income Portfolio is the fourth in the HSBC World Selection range of multi asset, globally-diversified portfolios launched in January 2009.

This article was first published on marketingmagazine.co.uk