Helping a client create their first-ever TV campaign is always a special moment, but when that client has nearly two centuries of history, it’s something truly unique. Working with Shepherds Friendly on their ‘Mutual Moments’ campaign has been a brilliant experience for me and the team, not just because of the creative opportunity but also because of the challenge of encapsulating their heritage, values, and future ambitions in a way that connects with audiences today.
The project brought together the very best of what we do at TrunkBBI. From shaping the brand idea and crafting assets for both TV and digital platforms, to defining a targeted strategy that ensures the campaign hits the right audience at the right time, it’s been a fantastic showcase of collaboration and creativity. Seeing it all come to life across so many touchpoints has been incredibly rewarding.
TV remains one of the most powerful ways to connect emotionally with an audience, and when paired with digital activation, it becomes even more effective. Studies show that combining TV and digital campaigns can boost brand awareness by up to 60%, while also driving better engagement and response rates. For Shepherds Friendly, this dual approach allows us to reach their target audience on multiple levels, creating brand-building moments through Sky AdSmart while driving engagement and conversations via YouTube and other digital platforms.
The ‘Mutual Moments’ campaign focuses on life’s pivotal milestones: a couple preparing for the arrival of their first child, a family stepping onto the property ladder, and a mother saying goodbye as her daughter heads off to university. These are moments that resonate deeply with many people, and they reflect Shepherds Friendly’s role as a trusted partner during life’s big transitions. Capturing that sentiment in a 30-second spot was no small task, but it’s something we’re all really proud of.
What’s equally exciting is how we extended the campaign beyond the TV advert. For digital platforms, we created a range of bespoke assets tailored specifically for those audiences. Different cuts, messaging, and formats that stayed true to the brand platform but ensured maximum impact online. This isn’t just about reusing TV content; it’s about designing for each medium while keeping a cohesive brand story.
The targeting strategy was another highlight. With Sky AdSmart, we are able to deliver Shepherds Friendly’s message directly to the households most likely to connect with it. Pairing that with precision targeting on digital channels meant that the campaign doesn’t just reach people, it’ll resonate with them.
For me, the real joy of this project has been seeing the team pull together to deliver something so ambitious. From initial brainstorms to production, media planning, and rollout, everyone brought their A-game. The campaign is now live nationally, and it’s already making an impact, strengthening Shepherds Friendly’s connection with existing members while introducing the brand to new audiences.
This is just the beginning. Shepherds Friendly’s story has been nearly 200 years in the making, and it’s exciting to be part of this new chapter. Here’s to many more ‘Mutual Moments’ ahead.
