Big bank ‘fat cats’ target of Heritage Bank campaign

An overweight feline is the centrepiece of the latest Heritage Bank campaign which pokes fun at big banks who exist for the benefit of “fat cats”.

The cat finds it “offensive” Heritage Bank profits go back to members and sarcastically declares: “That’s just what we need – a bank that thinks people actually matter.”

The cat concludes it wants to scratch its eyes out at the idea of Heritage Bank and suggests it should instead be putting cats first.

The campaign was created by Brisbane-based agency BCM.

Mumbrella understands the campaign has not yet rolled out across all channels but is expected to do so later this month across TV and out-of-home.

Another 30-second commercial has also been released where the cat explains why his owners choose Heritage Bank.

Paul Cornwell, BCM managing director, said in a statement: “We have been telling the ‘People first’ story for Heritage for many years now, and it is great to have a client partner excited to push the creative boundary, whilst remaining true to our core message.”

Jane Calder, general manager of product and marketing manager at Heritage Bank, added: “We’re passionate about helping people and aim to always deliver a great customer experience, however communicating that effectively is often difficult. We’re thrilled to have such a distinctive and highly memorable brand platform that we can continue to build on into the future.”


  • BCM and PlayTV
  • Media: BCM
  • Client: Heritage Bank
  • Client contact: Jane Calder – General Manager, Product and Marketing

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