Scottish Friendly has launched its first-ever targeted television advertising campaign, as it looks to make investing feel more accessible to everyday families.
The “Together, we grow” campaign marks a significant milestone in the mutual’s 164-year history and centres on the idea of helping households feel more confident about their financial futures at a time of growing uncertainty.
The campaign, which promotes the mutual’s ISA and Junior ISA products, comes at a time when UK households are increasingly considering alternatives to Cash ISAs amid anticipated allowance changes.
However, Jill Mackay, head of marketing and digital CX at Scottish Friendly, framed the launch less as a reaction to market shifts and more as the culmination of a broader brand-building strategy.
“It’s a significant moment for us. Launching the first TV campaign felt like the natural next step,” she said, pointing to the firm’s recent investment in brand marketing as a key driver behind the decision.
“The reason that we have been investing more in our brand is because we recognise that people are looking to secure financial futures for themselves, for their families, and as a mutual we’ve got a strong part to play in that,” she added.
The move into TV follows a period of channel expansion, with Scottish Friendly increasing its presence across radio and out-of-home. According to Mackay, these efforts have helped “bring Scottish Friendly to life” in spaces where families are already considering their financial futures.
TV now represents the next step in that evolution, offering both scale and more precise targeting through connected TV.
“It gives us a way to reach more families that we’re trying to connect with,” she said. “Connected TV allows us the opportunity to do it in a way that’s really quite targeted.”
At its core, the campaign focuses on building confidence in investing, which is an area the firm has been developing in recent years.
“For the past few years, we’ve been focusing on strengthening our proposition around helping people to feel more confident about investing and ‘Together, we grow’ really helps to bring that to life.”
Mackay added that TV will play a key role in challenging perceptions of investing as complex or out of reach.
“People don’t realise that it doesn’t necessarily have to feel uncertain or complicated… TV gives us that mechanism to widen the conversation and really help more people see that investing is something that can be achievable for them,” she said.