Heritage Bank has launched a new brand campaign via Cummins&Partners, that showcases its ‘People first’ philosophy featuring real Heritage Bank customers.
First launched in 2019, the Bank You Very Much brand platform leans into Heritage’s nearly 150-year-old philosophy by positioning Heritage as ‘the bank you can thank.’ The challenge this year was to provide a brand refresh that gives new life to this platform and further positions Heritage as a Bank with a conscience that puts people and their communities first.
As a customer owned bank, Heritage decided that the best way to demonstrate its ‘People first’ strategy was to feature real Heritage staff and members, front and centre of the campaign, celebrating the true stories of how the bank helped them achieve their ‘firsts’. These stories range from a lovely couple who opened Heritage Savings Accounts for each of their 15 great-grandchildren, to Heritage partnering with the Crows Nest community to establish a true community branch that supports the locals.
Says Amanda Temperly, general manager marketing, Heritage Bank: “As a mutual bank, Heritage is proud to support our members’ journeys and dreams – whatever they may look like. For this campaign, we wanted to feature genuine Heritage members, and share some of their wonderful stories. Cummins&Partners really brought this to life by taking an authentic and considered approach to this brief.
“We endeavor to put people first in everything we do, and part of this is to make sure as many people as possible have access to a bank in their local community. This is why we created our Community Branches – including our Crows Nest Community Branch featured in this new campaign.
“Heritage is a member owned bank, and this campaign is a true reflection of that. This campaign is a celebration of our members, and our people first philosophy.”
Says Sophie Lander, managing director, Cummins&Partners: “We have worked closely with Heritage over the last three years to develop and evolve the hugely successful Bank You Very Much platform. We are excited to enter the next chapter of this campaign that heroes real customer stories demonstrating how Heritage supports both its members and their local communities.”
Creative Agency: Cummins&Partners
Managing Director: Sophie Lander
Creative Director: Heath Collins
Executive Producer: Karley Cameron
Group Account Director: Rachel McEwen
Senior Account Director: Nicky Webster
Art Director: Alice Tran
Account Director: Robbie Tucker
Senior Retoucher: Ed Croll
Studio Manager: Emma Shaw
Production Company: Buddy Films
Director: Harry Sanna
Executive Producer: Sue Walker
DOP: Jordan Maddocks
Photographer: Trent Mitchell
Production Manager: Rachael Dore
Post Supervision / Online – Fanatic Films – Russell Masters / Joe Maurici
Edit: The Editors
Editor: Peter Barton
Grade: Scott Maclean
Music and Sound: Rumble
Re-Record: Adam Moses
Music Supervisor: Mel Pantz @ Level Two
Composer – Norman Cook and Camille Yarbrough
Publisher – Universal Music Publishing Group
Chief Executive Officer: Peter Lock
General Manager, Marketing: Amanda Temperly
Senior Manager – Customer & Brand: Megan Tummon
Digital Marketing Specialist: Morgan Farquharson
Content Marketing Manager: Susie Parkes