Skipton Building Society has launched the first phase of its integrated brand repositioning campaign, centred around the Founded on Fairness platform.
The new brand platform aims to enable Skipton to showcase its original values by demonstrating its renewed commitment to its core purpose: helping people to own homes, save for their future and build financial resilience.
The campaign features three new television adverts, which are developed by Red Brick Road
and explore the concept of everyday unfairness through humorous and relatable scenarios, each starring actor and comedian Simon Farnaby.
The first advert, which aired on April 9, opens in a fairground where a couple enter a fortune-teller’s tent, only to be charged a hefty fee for predictions about their “future”.
By contrast, Skipton offers free financial advice to all, regardless of income, helping individuals plan ahead with clarity and confidence.
Nick Mortimer, CMO at Skipton Building Society, said: “Our differences – being member-owned, putting people first, and embedding fairness into everything we do – are more relevant now than ever. Fairness has always been one of our founding principles, so this campaign is a natural way to bring that to life.”
The campaign is being supported by out-of-home, radio and social media executions, and represents the first phase in a broader brand refresh aimed at repositioning Skipton as the fair alternative to the traditional high-street banks.