Vitality launches integrated campaign as part of brand repositioning

Vitality, the health and life insurer, has launched a campaign to position itself as a new category of insurance that promotes wellbeing and offers incentives for being healthy.

Jessica Ennis-Hill: A leading figure in Vitality's new campaign
Jessica Ennis-Hill: A leading figure in Vitality's new campaign

The campaign is part of a wider attempt to reposition Vitality as a company that rewards its members for being healthy.

It has partnered with brands such as British Airways and Starbucks to offer incentives for exercising and tracking your results as well as being a loyal member.

The TV advert focuses on a pet Dachshund, voiced by Ade Edmondson, whose owner has recently become a Vitality member.

The dog is initially annoyed that its owner leads a more active lifestyle but eventually comes round to the idea. Vitality ambassadors Jonny Wilkinson and Jessica Ennis-Hill both have leading roles across the campaign.

The campaign follows the company’s rebrand at the end of last year, when it was formerly known as PruHealth and PruProtect.
Teamspirit PR will be responsible for the campaign’s PR, which includes commissioning consumer research to gain insight into the impact on health of activity for pet owners.

The brand also has a sponsorship deal with Sky, which includes TV advert slots and TV idents for Sky Sports coverage of Rugby Union.

Keith Kropman, director of marketing at Vitality, said: "Widespread behaviour changes will bring great societal benefits, and as a consequence could reduce the strain on the NHS, as we know prolonged inactivity leads to a number of health problems.
"The research we undertook for this campaign suggested that consumers know the idea of becoming healthy is good, but sometimes struggle to participate or maintain the lifestyle change required. Our Dachshund perfectly represents this mindset and Ade Edmondson’s sceptical, but ultimately begrudging tone, will ring true for many, especially at this time of year."

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