Farm Ireland

Saturday 16 December 2017

FBD draws on its roots in €2.5m rebrand

Margaret Donnelly

Margaret Donnelly

Less than two years since Fiona Muldoon took the helm at FBD, the only publicly listed Irish insurance company has been rebranded.

Muldoon took over after FDB issued two profit warnings and announced €96.4m in half year losses, she pulled back the insurer to its core market and now presides over a company rebrand.

Comprising a new brand logo as well as a new advertising campaign, the brand underlines and builds on FBD’s unique position as the insurer which has been supporting local communities across the country for decades. The new-look FBD will be rolled out following a €2.5m investment in a campaign to run throughout the year.

According to FBD, the new look is Inspired by FBD’s rich heritage when it was founded by farmers for farmers almost half a century ago and sees it today protecting over 500,000 customers, the new brand uses the tagline ‘Protection. It’s in our Nature’ to reflect FBD’s fundamental commitment to protecting people.

The targeted campaign will be rolled out from today across TV, radio, out-of-home and digital.

FBD’s Chief Commercial Officer Jim Ryan said: “This was a big strategic decision for us and one that we’ve been excited to unveil. FBD has been through a period of significant change and with the refreshed brand we’re aiming to remind customers of our support for almost fifty years while remaining true to our roots.

“Over the past number of years there has been a real commoditisation of insurance where people only looked at price rather than stability when they chose their insurer. We’re a company that has a long history of protecting people, farms and businesses in this country and we will continue to protect them.”

Using the image of an oak tree to represent FBD’s longstanding commitment to the protection of its customers, the new TV advertisement tells the story of families, friends, businesses, young couples and farmers as they journey through life under the protection of the perpetual oak.

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