Churchill launches new creative for 2011

5th Januray 2011

Churchill's shop puts customer service at heart of campaign

Churchill Insurance today launches a new through the line marketing campaign that sees Churchill the famous nodding dog become the shopkeeper of 'Churchill's' - a traditional British general store where customers go to for all their needs, including of course, their insurance. Churchill demonstrates his willingness to help - firmly aligning the insurance provider with customer service you can count on.

The DR and BR TV ads for car insurance follow Churchill serving a customer in his shop. While asking whether Churchill's car insurance comes with a free 24 hour Accident Recovery Helpline, the male customer picks up a magnet which instantly attracts a toy car followed by anything else in the shop that is metal, burying the man under a pile of tin cans and pans. The screen then pans back to a poster for 'Free Breakdown Cover by Green Flag'. Oh yes!

The TV spot for home insurance features a woman entering the shop and asking about Churchill Home Insurance's offer of half price contents cover. She accidentally knocks over some rakes with her umbrella, which then creates a domino effect of balls and shop displays toppling over. The woman asks Churchill if she will also receive half price accidental damage cover for home contents, to which our hero answers "Oh yes!"

The website adopts the 'shop' look and feel as does all creative through the line.

Peter Deane, marketing director at Churchill, said: "Churchill customers are loyal to our brand as it offers value, and a core part of this value is our quality of customer service. The 'shop' creative puts our dedication to good customer service at the forefront of our marketing activity, while still displaying the Churchill's dog's dependability. The TV ad campaign goes live from 5th January 2011."

For further information please contact:

Vicky Perry
Churchill Press Office
0208 313 5741


Founded in 1989, Churchill is now one of the UK’s leading providers of general insurance, offering car, home, travel and pet insurance cover over the phone or on-line.

Churchill general insurance policies are underwritten by U K Insurance Limited, Registered office: The Wharf, Neville Street, Leeds LS1 4AZ. Registered in England and Wales No 1179980. U K Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

Churchill and U K Insurance Limited are both part of Direct Line Insurance Group plc.

Customers can find out more about Churchill products or get a quote by calling 0300 200300 or visiting