Heritage Bank has launched its new brand campaign via Cummins&Partners, that uses real Heritage Bank customers to bring its People first philosophy to the fore.

The campaign continues to develop the banks’ Bank You Very Much brand platform that began in 2019 and leans into Heritage’s nearly 150-year-old philosophy by positioning Heritage as “the bank you can thank”. The challenge this year, the agency noted, 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 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 couple who opened Heritage Savings Accounts for each of their fifteen great-grandchildren, to Heritage partnering with the Crows Nest community to establish a true community branch that supports the locals.

Amanda Temperly, general manager marketing, Heritage Bank, commented, “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.

Sophie Lander, Managing Director, Cummins&Partners, added, “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.”

Credits:
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

Client: Heritage Bank
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

Production Company: Buddy Films
Director: Harry Sanna
Executive Producer: Sue Walker
DOP: Jordan Maddocks
Photographer: Trent Mitchell
Production Manager: Rachael Dore
Post Supervision & Online: Russell Masters & Joe Maurici @ Fanatic Films 

Edit: The Editors
Editor: Peter Barton 
Grade: Scott Maclean

Music & Sound: Rumble
Re-Record: Adam Moses
Music Supervisor: Mel Pantz @Level Two
Composers: Norman Cook & Camille Yarbrough
Publisher – Universal Music Publishing Group