The campaign is designed to consolidate Age UK’s position in the funeral plan marketplace. Working together with their partner, Dignity, they provide one of Britain’s best funeral plans.
Age UK’s amazing heritage as the UK’s largest charity working for older people is another key differentiator in this crowded marketplace. Age UK understand the needs of older people. And buying an Age UK Enterprises Funeral Plan will also help support Age UK’s charitable work.
The campaign concentrates on the real, emotional reason for purchase: it’s another important way to look after your family. The TV ad centres on the relationship between a mum and her grown-up son. He may have a family of his own now, but that doesn’t mean she won’t look after him every chance she gets. After all, she’s been doing it all his life. In a small way, that might mean cooking his favourite meal. And just as naturally, it means planning now so that her funeral doesn’t leave her family with unnecessary worries.
Hugh Eaton, Senior Marketing Manager Age UK Enterprises comments: ‘We are very excited about the new creative work and how it emphasises trust and a quality product. There are many funeral plans on the market now, but some of them don’t guarantee to cover everything people would expect them to. Loved ones could be left with an unexpected bill to pick up. With the Age UK Funeral Plan this won’t happen, so it’s important that people make sure they know they are buying a plan from someone they can trust.’
The TV ad is matched by direct mail, and supported by posters and take-one leaflets in local Age UKs across the country.