26th November 2019 by Charlotte Walker
Benenden Health was acknowledged for its work by receiving honours for Brand Strategy, Advertising and the Judges’ Award for Marketing Excellence.
The award wins were supplemented by two other finalist positions, with the healthcare provider shortlisted for Integrated Campaign and its Head of Marketing, Natalie Walker, for Marketeer of the Year.
The judges credited Benenden Health’s new brand strategy, which redefined the way it communicates its 110-year-old offering, positioning it as the genuine challenger brand in the healthcare market.
The organisation’s advertising campaign was also recognised for building on the firm’s new brand strategy, bringing to life its new proposition of providing ‘the affordable alternative to health insurance’, with the message played out consistently across all media channels, including a primetime TV advert.
Head of Marketing at Benenden Health, Natalie Walker, commented: “Benenden Health is a longstanding, proud organisation which really believes in the work it does, but we felt that we needed to redefine how we communicate this.
“Creating a new brand strategy and advertising campaign has been an exciting, yet demanding experience and to be recognised and rewarded in this way is hugely satisfying and is testament to the hard work of everyone involved.”
Benenden Health is a not-for-profit organisation, founded in 1905 with the purpose of people joining together to help pay for medical care. It is one of the UK’s longest serving and most respected mutual healthcare societies, offering an affordable alternative to health insurance to more than 815,000 members.