NFU pre-AGM mailer

Agency: Kingel
Art Director: Kingsley Peters
Copywriter: Nigel Thomas
Content & Publications Manager NFU: Laura Bunster Galeno
Photographer: Isaac Newman


Pre-AGM mailer campaign

Every year insurance company NFU Mutual mails over one million customers, encouraging them to vote at its AGM. But voter numbers were declining, and research showed customers were unengaged by previous mail pieces and felt distant from the company’s directors and its brand. “Kingel” were asked to provide a solution.

Kingsley Peters worked with Isaac to pushed the photography and tone of voice to create a much warmer booklet that focused on the very human stories that were intrinsic to NFU Mutual’s business.