Propaganda redefines Rural landscape

With the help of Propaganda, Rural Insurance – the UK’s fastest growing agricultural insurer – launched its new brand last week, with its mission to offer a clear alternative to the market leader, while supporting the ever-evolving needs of rural businesses.

The Harrogate-based firm engaged with Propaganda towards the end of 2015 to help get a better understanding of the opportunity for growth within the rural insurance sector. Rural had an ambitious goal: to increase turnover from £40m to £100m by 2020. So, after a detailed brief, we donned our proverbial wellies and got stuck in to a 12-week Brand Discovery process that ultimately revealed a vibrant rural economy with a positive future, and defined a route for Rural to realise their ambitions and take on the market leader with a clear and differentiated proposition.

Rural Insurance doesn’t sell direct to customers, but instead offers its products through third party brokers. With this in mind and as part of Discovery, it was vital we gained their perspective on the current market situation and their aims for the future. Following this consultation, Rural was given a clear mandate: to become the partner of choice for brokers as they look to capitalise on the opportunities presented by the rural economy, which our insight showed to be diverse, growing and evolving.

With the broker market so critical, from the outset Rural wanted to launch the new brand identity at BIBA 2016 – the biggest and best attended event for brokers on the insurance industry calendar – just weeks after the Discovery process had been completed.

Despite the challenging deadline and thanks to close collaboration with the client, Propaganda brought the new proposition to life in time for BIBA, giving Rural the platform to engage with its primary audience in the best place possible. We also developed a brand film which premiered at the event, highlighting the optimism and opportunity within the rural economy, and Rural Insurance’s position within it. You can see it below:

But this is just the start of the journey. With a clear objective of doubling turnover in the next four years, Propaganda is looking forward to supporting Rural in achieving its goal, by providing the industry with a specialist insurance brand that not only embraces change, but fosters and encourages it.