UFS positions itself as a true legacy of caring for community in new campaign via The Pangea Agency, directed by The Producers’ Olivia Altavilla

UTS has launched a brand refresh strategy and creative campaign developed by The Pangea Agency.

For over 140 years, UFS has been supporting rural Victorian communities, providing generations with reliable health care and professional advice. Their presence is one of a trusted partner in community health with a commitment to service.

More recently they’ve undertaken their first overall rebrand in 17 years. Designed to modernise the brand’s image with a contemporary and engaging style without losing the essence that has made UFS a staple in local communities for so long.

The brand refresh strategy and creative campaign were developed by The Pangea Agency. Together with UFS, Pangea sought to establish a truly differentiated and meaningful market positioning. Their goal was to connect with customers on a deeper, more emotional level, moving away from purely transactional relationships that characterise many of the newer pharmacies.

The centrepiece of the campaign is a new TVC shot on location at UFS’s newest store in Ballarat. Brought to life by The Producers and directed by Olivia Altavilla, the commercial captures a relatable moment where a mother and daughter face off over the little girl’s asthma puffer, only to be diffused by the clever improvisation of a familiar UFS pharmacist.

The campaign will be launched across TV, digital, social media, out-of-home, and cinema in regional Victoria starting on July 7th. It aims to highlight the personal touch and long-standing trust that UFS pharmacists bring to their communities.

Says Anthony Moss, executive creative director at Pangea: “UFS holds a unique position in the market. Not just because they’re 140+ years old and a central hub of the communities they serve, but because they’re a member-owned health brand that truly cares about people, not shareholders. So it was important to launch this new brand platform in a way that reflected these priorities. We chose one small but authentic story and the dynamic between the UFS team and the generations of their loyal customers. Thankfully, Olivia was a magician on set, perfectly bringing this script to life with a sometimes challenging hero talent. And having Luke from The Producers refining the creative throughout was an added bonus that elevated all outputs.”

Says Olivia Altavilla, director at The Producers: “Capturing authentic and relatable moments is the biggest driver for me as a director, so I was thrilled when Pangea came to us with this charming UFS script. I knew we could have a lot of fun with this one, and that finding the right cast was vital. Working with the brilliant Studio P, we found the perfect Mother-Daughter duo, Aurora and Lisa. At only four years old, Aurora is already a little pro!”

The UFS rebranding campaign not only refreshes the visual identity of the brand but also reinforces its deep-rooted commitment to community and personal care, promising to continue the legacy of support for many generations to come.

Client: UFS
Head of Marketing and Communications: Heather Taylor
Chief Customer Officer: Jaclyn Hegarty

Agency: Pangea
Executive Creative Director: Anthony Moss
Art Director/Copywriter: Lisa Dupre
Founder & Business Director: Tim Holman
Business Director: Prudence Warnock
Strategy: Abby Johnston
Stills photography: Jon Webb
Media: MediaWords

Production Company: The Producers
Director: Olivia Altavilla
Creative Director: Luke Thompson
Executive Producer: Noelle Jones
Producer: Afrim Memed
DOP: Brendan Cherry
Offline Editor: Raechel Harding
Colourist: Fergus Rotherham
Casting: Studio P