Woolworths Insurance rebrands to Everyday Insurance; launches new brand platform ‘Make Everyday Count’ via M&C Saatchi Group


The Woolworths Insurance business has been rebranded to Everyday Insurance, launching via an integrated campaign created by M&C Saatchi Group and under the new Everyday brand platform – Make Everyday Count.


Everyday is a collection of businesses launched by Woolworths Group. Powered by Everyday Rewards, the Everyday businesses are designed to help customers and members enjoy a little more everyday through more value, more rewards and with the launch of Everyday Insurance more ways to protect the things you love. The Everyday Group of businesses comprise of: Everyday Rewards, Everyday Extra, Everyday Pay, Everyday Market and Everyday Insurance.

Leveraging the ‘Make Everyday Count’ platform, the new Everyday Insurance brand proposition unlocks even more value for customers through its connection into the well established Everyday Rewards program which has over 14 million members.

While the insurance category leans heavily into focusing on disaster in their marketing activity, the new campaign for Everyday Insurance heroes ‘everyday moments’. This allows the brand to highlight the ‘everyday’ rewards Everyday Insurance customers receive, including 10% off their shop at Woolworths once a month, via the Everyday Rewards program.

Says Michael Laxton, director, Everyday Brand & Marketing: “Make Everyday Count is our new brand platform for the Everyday businesses and we are really proud that Everyday Insurance is the first proposition to bring the platform to life.

“With the rebrand of Woolworths Insurance to Everyday Insurance, we’ve taken the opportunity to lean into what makes us different, whilst also addressing a common consumer pain point – Insurance is a product that people pay for, and hope to not need. Everyday Insurance customers don’t have to wait for an incident to happen and a claim to be submitted to get something back, we can offer more tangible rewards and ongoing value in everyday moments to help our members Make Everyday Count.”

Says Shelley Parsons, executive creative director, M&C Saatchi: “While other insurers typically focus on disaster, we looked to everyday Aussies and the things they care about for this campaign. By dramatising how with Everyday Insurance you get rewarded for ‘making everyday count,’ we were able to demonstrate that Everyday Insurance provides everyday benefits beyond just great quality cover.”

The multi-channel strategy includes 5x 30” films, social, digital, OOH as well as being amplified through the broad Woolworths Group ecosystem.

Client: Everyday Insurance / Woolworths Group
Chief Marketing Officer: Andrew Hicks
Director, Everyday Brand & Marketing: Michael Laxton
Head of Marketing: Claire Knight

Creative Agency: M&C Saatchi
Chief Creative Officer: Cam Blackley
Executive Creative Director: Shelley Parsons
Creative Director & Copywriter: Andy McKeon
Art Director: Chris Andrawes
Copywriter: Lauren Mathieson
Senior Producer: Karen Muxworthy
General Manager: Lisa Milner
Group Account Director: Lauren Trace
Senior Account Manager: Elaine Pow
Strategy Director: Cherie Reuben

Production Company: Revolver
Director: Matt Devine
Editorial: The Editors
Post Production: RES
Music: MassiveMusic
Sound Design: Abby Sie, MassiveMusic

Casting: Stevie Ray

Media Agency: Dentsu