Agria Pet Insurance: Brand and messaging refresh

The challenge

Agria is a leading pet insurer in Europe but with low brand awareness in the UK. Our challenge was the refresh their UK brand strategy with stronger brand values to better align with their premium offering, and act as a positive differentiator in supporting customer conversion.

The approach

A comprehensive discovery phase uncovered key insights into the market opportunity, the consumer decision-making psyche, and how best to leverage Agria’s premium offering and brand strengths.

Our ‘Waitrose’ shopper target audience profile adore their pets. So getting worry-free insurance is important to them but they don’t want to waste time looking for it when they could be enjoying their pets. So brand becomes super important differentiator in the subliminal confidence they’re looking for to short cut their decision-making process.

So we leveraged their unique heritage and values to align with Agria’s offering and price tag. The new brand tagline: “Our promise to pets, since 1890”  tapped into the human bias of ‘labour illusion’ to build customer trust. The brand narrative conveyed how lots had changed since 1890, but one thing has stayed the same: Agria’s bond with animals, and a promise to provide the best care available for them and their companion. Today this means they provide the most comprehensive lifetime cover available on the market, they share their profits to support animal welfare and give more back to the environment than they take. And a clear messaging matrix was developed based on three key pillars for easy application across all channels:

• Premium pet cover
• Backed by experts
• Care beyond policies

We also developed quick “cues of trust” across for all of the above pillars to make it easier for potential customers to feel confident in choosing Agria for their pets.

The new brand and messaging strategy is being rolled out across various touchpoints to better drive brand awareness and enhance brand values and conversion.

The results

While specific metrics are still being gathered, the initial response to the rebranding and messaging strategy has been overwhelmingly positive. The campaign has:

• Instilled renewed energy within the Agria team
• Contributed to positive brand awareness in the UK market
• Helped position Agria as a premium, trustworthy choice for pet insurance

As the campaign continues to roll out across different digital channels, Agria is well-positioned to see growth in direct leads and improved conversion rates, particularly among customers seeking high-quality, comprehensive pet insurance.