NFU Mutual announces first ever TV sponsorship deal

NFU Mutual has announced details of its first ever television sponsorship deal.

From 6th May, the rural insurer will be sponsoring ‘Heartbeat’ the long running drama series set in the 1960s.

The sponsorship will take the form of advertisements, which will run for a total of 80 seconds per programme. This will include a 15-second clip at the start of the programme, 10-second clips at the start and the end of three advertisement breaks and a five-second clip at the end of the programme.

Charles Beighton, Group Marketing Manager at NFU Mutual, explained, “Although NFU Mutual has been advertising on television for several years, this is the first time we have sponsored a programme. It is all about building awareness of our business and the products we offer. We chose Heartbeat because people associate it with traditional values and it’s a good fit for our business.”

“It is a series that appeals to NFU Mutual’s target market – those living in the countryside – and therefore a great way of raising our profile to the people most likely to buy our products.”

The adverts for the sponsorship were filmed in April and focus on the different vehicle and home insurance, pensions and investment products that NFU Mutual offers, as well as the relationship between the insurer’s Agents and their customers. Beighton concludes, "We are confident that this sponsorship will raise awareness of the full range of products we offer and place NFU Mutual front of mind and first choice insurer for those people living in the countryside.”