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1st January 2013

Petplan relaunches UK brand with biggest ad campaign to date

Petplan, the UK's largest pet insurer, has launched its biggest ever advertising campaign as part of a brand refresh to raise awareness of its specialist offering for pet owners.

The main focus of the rebrand will be the television advert which breaks on 4th January. The advert features 45 different breeds of cats, dogs and rabbits. The pets appear on screen to the catchy tune of 'The Major General's Song' from Gilbert and Sullivan's Pirates of Penzance, with the names of the breeds sung by Ben Miller.

Isabella von Mesterhazy, Head of Marketing at Petplan comments: "As the UK market leader, it's imperative pet owners recognise and understand who we are and what we stand for. We need to help pet owners understand not only why pet insurance is so important, but explain why they should choose Petplan over any other provider. In 36 years, there's not an illness or accident that we haven't seen, and our Covered For Life policies have been developed with unrivalled knowledge and experience."

Isabella continues: "Our new television advert dramatises in a charming way the depth and breadth of our claims experience for cats, dogs and rabbits of all breeds, shapes and sizes."

The advert, created by advertising agency Now, who won the business this year, was directed by Sean de Sparengo, and produced by Believe Media.

Melissa Robertson, Managing Partner at Now said: "Petplan is a great brand with huge integrity and expertise. We're delighted to be part of such an exciting brand refresh."

It is the first time Petplan has created a television advertising campaign to run on major channels. The advert will be followed by an online behind the scenes video narrated by one of the stars of the advert, Steve the Jack Russell.

From January 4th Petplan will be launching a new visual identity which will roll out through the website, direct marketing materials to customers and veterinary surgeries. These were developed by Now, alongside Arthur, Equimedia and Lighthouse.

Notes to editors

Petplan is the largest provider of animal health insurance in the world. Established more than 30 years ago, it is part of Allianz Insurance, one of the largest general insurers in the UK.