Bendigo Bank positions itself as an alternative to the ‘four big banks’ in AJF campaign

In a bid to compete with the big four big banks, Bendigo Bank has positioned itself as ‘The Better Big Bank’ in its latest campaign by AJF Partnership.

The ad aims to differentiate Bendigo Bank from its competitors by claiming it has over 500 branches, over 1.6 million customers and has been around for over 100 years.

Customer satisfaction, trust and its customer first track record are a focus in the ad.

Andrew Twaits, executive customer and partner engagement manager at Bendigo Bank, said the ad aims to challenge the thought that no other banks outside the big four can meet the needs of customers.

“This is plainly wrong – at least as far as Bendigo Bank is concerned – so we’re running a campaign to set the record straight.

“The better big bank campaign has two aims: to educate people about the strength of Bendigo Bank’s product offering and price competitiveness; and to remind people that we beat the big four on trust, customer service and putting the interests of customers first.”

Andrew Foote, founding partner and ECD at AJF Partnership, added: “Bendigo Bank is known and loved for the support it provides to customers and communities all over Australia.

“Its position as a real contender to the big four – based on its core banking capabilities – is arguably one of banking’s best-kept secrets. The Better Big Bank campaign gives prospective customers
compelling reasons to consider banking with Australia’s most trusted bank.”


  • Client: Bendigo Bank
  • Agency: AJF Partnership, a GrowthOps business
    • Executive Creative Director: Andrew Foote
    • Creative Director: Glenn Dalton
    • Senior Art Director: Dillon McKenna
    • Senior Copywriter: Sandra Galiazzo
    • General Manager: Jayne Brady
    • Senior Account Director: Sarah Dalli
    • Account Manager: Emily Howat
    • TV Production: Liesel Haug
    • Strategy: Jacqueline Witts, Christine O’Keefe
  • Animation: XYZ Studios
  • Music: Otis Studios

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