Story UK creates TV campaign for Golden Charter’s Funeral Plans

Story UK creates TV campaign for Golden Charter’s Funeral Plans

23.01.20

MISSION Agency, Story UK, has this month launched a new DRTV-led campaign for Golden Charter - the UK’s leading provider of pre-paid funeral plans - to promote the company’s range of plans to the over 50s market.

A Golden Charter Funeral Plan enables consumers to fix funeral costs at today’s prices, whilst ensuring loved ones aren’t burdened financially, at what is inevitably an upsetting and difficult time.

In the TV spot, a mix of live action and animation sees characters on a Grandad mug brought to life, while the Grandad’s voice explains the benefits of a Golden Charter Funeral Plan in an intentionally upbeat and positive tone. 

Focusing on the emotional and financial benefits of planning in advance, it is deliberately life affirming in its style. The use of social, digital display and door drops reinforce the campaign, supporting the Golden Charter Funeral Director network.

The campaign is running nationally from mid-January until March on Channel 4, ITV and Sky.

Dave Mullen, Executive Creative Director at Story UK, said: “Funeral planning is one of those taboo areas – a tough subject to discuss with loved ones. Our creative set out to normalise a process that eventually every family has to face. Using a fresh approach for the category we have created a positive, watchable and informative film, which we hope will break down the barriers and get families talking.”

James Clifton, MISSION Group Chief Executive, added: “This is a great result for the Story team, who have created a charming and original campaign. It is testament to their creative ability that they have been able to turn a sensitive and challenging topic into something engaging, informative and uplifting.”