M&G has launched a new campaign in Manchester designed to show customers how their long-term savings and pensions are invested in the real economy. It highlights the businesses, developments and communities supported by its £70bn PruFund range.
The ‘PruFunded’ campaign aims to make long-term investing more tangible by showcasing some of the major investments held within PruFund’s diversified portfolio, from retail destinations and technology firms to housing projects and regeneration schemes.
Manchester Arndale is the first investment to feature in the campaign, with advertising across Greater Manchester carrying the message: “Good for Manchester. Good for My Retirement.”
The campaign highlights how customers’ savings can contribute to businesses, jobs and economic growth while supporting their own long-term financial goals.
The first phase will run across a range of channels, including prominent outdoor advertising locations, print advertising in The Times, activity on Smooth Radio Northwest and targeted digital campaigns aimed at people across the region.
M&G said the campaign is intended to help customers better understand where their money is invested and demonstrate the connection between retirement savings and real-world assets.
Alongside Manchester Arndale, other investments held within the PruFund range include Edinburgh’s £350m Haymarket regeneration project, flexible semiconductor manufacturer Pragmatic Semiconductor in Durham, and Oxford-based Greencore Homes, which develops low-carbon, energy-efficient housing.
Clive Bolton, CEO of M&G Life, said: “Pension savings can often feel like numbers on a statement, disconnected from everyday life and long-term goals.”
“Our PruFunded campaign is designed to help customers see how their money is being put to work across a diversified portfolio of real-world investments, building greater understanding and confidence in long-term saving and retirement planning.”
He added that by bringing investments to life through examples of businesses, housing and community projects, the campaign aims to help people feel more connected to the role their savings can play in supporting their future.