Get a pizza the action, from £5 a month.
Value-conscious takeaway customers
Life insurance is a hard sell to a young, price-sensitive audience who see the category as complicated and expensive. A pun-led message on pizza boxes reframed the product as simple, cheap and worth a second look, then a second wave on chicken shop boxes extended reach with fresh creative.
A young uninterested audience
Younger audiences actively avoid financial services advertising, viewing the category as irrelevant to a relaxed, social moment like ordering a takeaway. Running a second phase risks fatigue if the creative does not evolve alongside the format.
Low-pressure, incentivised messaging
Landing on pizza boxes during a genuinely low-pressure moment, the message reframed cost as accessible, from £5 a month, with a prize draw incentivising sign-up. Moving phase two to chicken shop boxes reached a distinct set of takeaway customers with new creative while retaining the same simple call to action.
